Framing Effects on Consumer Decision-Making in Online Retail

This study investigates how different framing strategies, such as time, limited scarcity messaging, discount framing, and product recommendations, influence consumers’ product perceptions, evaluations, and purchase decisions in online retail contexts. Based on a systematic review of academic literature, the impact of these framing effects on consumer preferences, risk tolerance, and final decision-making was analyzed. Additionally, moderating factors including consumer attitudes toward promotions, perceived logistical capabilities, brand image, and payment methods were assessed, providing theoretical support for effective e-commerce marketing strategies.