The influence of discount framing on purchase intention and actual behaviour of e-customers through brand values on Shopee Vietnam

Discounting is one of the most effective types of promotion to attract customers and help businesses improve their brand value, while also increasing their revenues.Due to the rapid growth of e-commerce, revenue from online platforms is increasingly contributing an important part to firms' business results.Therefore, it is crucial to study factors influencing online customers' shopping intention and behaviour, in order to help firms increase their online revenue.Only a few researches concentrate on the relation among discount framing (DF), brand reputation (BR), brand image (BI), and none of them has been conducted in Vietnam.Hence, the research team conducted a quantitative study with 251 valid samples from respondents in Hanoi who have been using Shopee, an e-commerce platform commonly used in Vietnam, using the theory of reasoned action (TRA).The results show that DF has an effect on BR, while both BI and BR influence purchase intention (PI), which was also found to affect final actual behaviour (AB) of online clients.