Paper Info
Title
Effects of Attribute Framing Varying with the Elaboration in Online Shopping: An Eye-Tracking Approach
Abstract
This study uses eye tracking and the Elaboration Likelihood Model (ELM) to explore the framing effect moderated by elaborations, hence resulting in the observed eye movement and purchase intention in online shopping. The results show that high elaboration is more susceptible to the framing effect on purchase intention, while low elaboration is more susceptible to the framing effect on eye movement. Our study also discovers that eye movements are capable of predicting purchase intention when customers are under high elaboration and low elaboration. Furthermore, under high elaboration, eye movement induced by negative framing had higher predictive power, while under low elaboration, eye movement induced by positive framing showed higher predictive power. These findings have important practical implications for e-sellers to identify the characteristics of consumers' elaboration using eye movements and to deliver different framing messages and product information corresponding to different elaboration levels.
Year
DOI
Venue
2014
10.1109/HICSS.2014.384
HICSS
Keywords
Field
DocType
eye,low elaboration,different elaboration level,online shopping,attribute framing,retail data processing,elaboration likelihood model,purchase intention,eye-tracking approach,elm,observed eye movement,psychology,higher predictive power,framing effect,different framing message,eye tracking,internet,negative framing,product information,high elaboration,consumer behaviour,consumer elaboration,positive framing,eye movement
Framing (construction),Framing effect,Information processing,Advertising,Consumer behaviour,Computer science,Knowledge management,Cognitive psychology,Eye tracking,Eye movement,Elaboration likelihood model,Elaboration
Conference
ISSN
Citations 
PageRank 
1060-3425
1
0.35
References 
Authors
6
2
Name
Order
Citations
PageRank
Shu-Fei Yang180.87
Hsin-Hui Lin276730.86