{"id":"https://openalex.org/W3216239891","doi":"https://doi.org/10.1145/3481127.3481224","title":"The Effect of Pricing Frame on Purchase Intention: A Mediated Moderation Model of Product Type","display_name":"The Effect of Pricing Frame on Purchase Intention: A Mediated Moderation Model of Product Type","publication_year":2021,"publication_date":"2021-07-17","ids":{"openalex":"https://openalex.org/W3216239891","doi":"https://doi.org/10.1145/3481127.3481224","mag":"3216239891"},"language":"en","primary_location":{"id":"doi:10.1145/3481127.3481224","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3481127.3481224","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"The 2021 12th International Conference on E-business, Management and Economics","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5101906636","display_name":"Mingjuan Wu","orcid":"https://orcid.org/0000-0002-3272-5407"},"institutions":[{"id":"https://openalex.org/I4210131870","display_name":"Institute of Psychology, Chinese Academy of Sciences","ror":"https://ror.org/03j7v5j15","country_code":"CN","type":"facility","lineage":["https://openalex.org/I19820366","https://openalex.org/I4210131870"]},{"id":"https://openalex.org/I4210165038","display_name":"University of Chinese Academy of Sciences","ror":"https://ror.org/05qbk4x57","country_code":"CN","type":"education","lineage":["https://openalex.org/I19820366","https://openalex.org/I4210165038"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Mingjuan Wu","raw_affiliation_strings":["CAS Key Laboratory of Behavioral Science, Institute of Psychology,Beijing 100101, China; Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China"],"affiliations":[{"raw_affiliation_string":"CAS Key Laboratory of Behavioral Science, Institute of Psychology,Beijing 100101, China; Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","institution_ids":["https://openalex.org/I4210131870","https://openalex.org/I4210165038"]},{"raw_affiliation_string":"Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","institution_ids":["https://openalex.org/I4210165038"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100439341","display_name":"Yiwen Chen","orcid":"https://orcid.org/0000-0003-4102-5960"},"institutions":[{"id":"https://openalex.org/I4210165038","display_name":"University of Chinese Academy of Sciences","ror":"https://ror.org/05qbk4x57","country_code":"CN","type":"education","lineage":["https://openalex.org/I19820366","https://openalex.org/I4210165038"]},{"id":"https://openalex.org/I4210131870","display_name":"Institute of Psychology, Chinese Academy of Sciences","ror":"https://ror.org/03j7v5j15","country_code":"CN","type":"facility","lineage":["https://openalex.org/I19820366","https://openalex.org/I4210131870"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yiwen Chen","raw_affiliation_strings":["CAS Key Laboratory of Behavioral Science, Institute of Psychology,Beijing 100101, China; Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China"],"affiliations":[{"raw_affiliation_string":"CAS Key Laboratory of Behavioral Science, Institute of Psychology,Beijing 100101, China; Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","institution_ids":["https://openalex.org/I4210131870","https://openalex.org/I4210165038"]},{"raw_affiliation_string":"Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","institution_ids":["https://openalex.org/I4210165038"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5100451844","display_name":"Yuting Zhang","orcid":"https://orcid.org/0009-0005-8698-6142"},"institutions":[{"id":"https://openalex.org/I4210131870","display_name":"Institute of Psychology, Chinese Academy of Sciences","ror":"https://ror.org/03j7v5j15","country_code":"CN","type":"facility","lineage":["https://openalex.org/I19820366","https://openalex.org/I4210131870"]},{"id":"https://openalex.org/I4210165038","display_name":"University of Chinese Academy of Sciences","ror":"https://ror.org/05qbk4x57","country_code":"CN","type":"education","lineage":["https://openalex.org/I19820366","https://openalex.org/I4210165038"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yuting Zhang","raw_affiliation_strings":["CAS Key Laboratory of Behavioral Science, Institute of Psychology,Beijing 100101, China; Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China"],"affiliations":[{"raw_affiliation_string":"CAS Key Laboratory of Behavioral Science, Institute of Psychology,Beijing 100101, China; Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","institution_ids":["https://openalex.org/I4210131870","https://openalex.org/I4210165038"]},{"raw_affiliation_string":"Department of Psychology,University of Chinese Academy of Sciences, Beijing 100049 China, China","institution_ids":["https://openalex.org/I4210165038"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5101906636"],"corresponding_institution_ids":["https://openalex.org/I4210131870","https://openalex.org/I4210165038"],"apc_list":null,"apc_paid":null,"fwci":0.1601,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.59579233,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":90,"max":94},"biblio":{"volume":null,"issue":null,"first_page":"759","last_page":"769"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9860000014305115,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9860000014305115,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12659","display_name":"Innovation Diffusion and Forecasting","score":0.9789000153541565,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9776999950408936,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/moderation","display_name":"Moderation","score":0.8220175504684448},{"id":"https://openalex.org/keywords/product-type","display_name":"Product type","score":0.7056311368942261},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.5965114235877991},{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.5906115770339966},{"id":"https://openalex.org/keywords/pricing-strategies","display_name":"Pricing strategies","score":0.5894646048545837},{"id":"https://openalex.org/keywords/reputation","display_name":"Reputation","score":0.5239891409873962},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.47859665751457214},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.43507954478263855},{"id":"https://openalex.org/keywords/frame","display_name":"Frame (networking)","score":0.4111515283584595},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.3703521490097046},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.3695957064628601},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.3669818043708801},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.18995141983032227},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.1462651789188385},{"id":"https://openalex.org/keywords/social-psychology","display_name":"Social psychology","score":0.10389688611030579},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.08688288927078247}],"concepts":[{"id":"https://openalex.org/C93225998","wikidata":"https://www.wikidata.org/wiki/Q1941972","display_name":"Moderation","level":2,"score":0.8220175504684448},{"id":"https://openalex.org/C23219732","wikidata":"https://www.wikidata.org/wiki/Q7247800","display_name":"Product type","level":2,"score":0.7056311368942261},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5965114235877991},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5906115770339966},{"id":"https://openalex.org/C2780193402","wikidata":"https://www.wikidata.org/wiki/Q3394670","display_name":"Pricing strategies","level":2,"score":0.5894646048545837},{"id":"https://openalex.org/C48798503","wikidata":"https://www.wikidata.org/wiki/Q877546","display_name":"Reputation","level":2,"score":0.5239891409873962},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.47859665751457214},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.43507954478263855},{"id":"https://openalex.org/C126042441","wikidata":"https://www.wikidata.org/wiki/Q1324888","display_name":"Frame (networking)","level":2,"score":0.4111515283584595},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3703521490097046},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3695957064628601},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3669818043708801},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.18995141983032227},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1462651789188385},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.10389688611030579},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.08688288927078247},{"id":"https://openalex.org/C76155785","wikidata":"https://www.wikidata.org/wiki/Q418","display_name":"Telecommunications","level":1,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1145/3481127.3481224","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3481127.3481224","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"The 2021 12th International Conference on E-business, Management and Economics","raw_type":"proceedings-article"},{"id":"pmh:oai:/ir.psych.ac.cn:311026/41327","is_oa":false,"landing_page_url":"http://ir.psych.ac.cn/handle/311026/41327","pdf_url":null,"source":{"id":"https://openalex.org/S4377196583","display_name":"Institutional Repository of Institute of Psychology, Chinese Academy of Sciences (Institute of Psychology, Chinese Academy of Sciences)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I4210131870","host_organization_name":"Institute of Psychology, Chinese Academy of Sciences","host_organization_lineage":["https://openalex.org/I4210131870"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"\u4f1a\u8bae\u8bba\u6587"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/16","display_name":"Peace, Justice and strong institutions","score":0.6200000047683716}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":30,"referenced_works":["https://openalex.org/W1544283776","https://openalex.org/W1968133801","https://openalex.org/W1971157314","https://openalex.org/W2015871828","https://openalex.org/W2017679397","https://openalex.org/W2023852335","https://openalex.org/W2069977035","https://openalex.org/W2072889183","https://openalex.org/W2088046425","https://openalex.org/W2177471733","https://openalex.org/W2312602166","https://openalex.org/W2317274985","https://openalex.org/W2333731128","https://openalex.org/W2347761665","https://openalex.org/W2410378812","https://openalex.org/W2508213110","https://openalex.org/W2728684585","https://openalex.org/W2886346745","https://openalex.org/W2920192769","https://openalex.org/W2953632314","https://openalex.org/W2991560162","https://openalex.org/W3121136350","https://openalex.org/W3121995858","https://openalex.org/W3123149605","https://openalex.org/W3124346291","https://openalex.org/W4249532312","https://openalex.org/W4255489062","https://openalex.org/W4300107936","https://openalex.org/W4301958211","https://openalex.org/W4321429508"],"related_works":["https://openalex.org/W2740268725","https://openalex.org/W3093710306","https://openalex.org/W750217911","https://openalex.org/W4206949499","https://openalex.org/W2296969234","https://openalex.org/W4226254121","https://openalex.org/W4388229525","https://openalex.org/W131533274","https://openalex.org/W2418570513","https://openalex.org/W3216239891"],"abstract_inverted_index":{"With":[0],"the":[1,42,49,57,72,102,112,128,153,172,188,205,238,252,258,268,284,290],"development":[2],"of":[3,52,74,93,115,148,156,174,248,254,261],"Internet":[4],"and":[5,67,122,223],"e-commerce,":[6],"pricing":[7,11,31,133,157,175,186,230,286],"frame":[8,158,176],"(like":[9],"partitioned":[10,30,132,166,185,229,255],"vs.":[12,79,134,141],"combined":[13,28,135,183,234],"pricing)":[14],"plays":[15],"an":[16],"important":[17],"role":[18,73],"in":[19,33,127,199,237],"behavioral":[20],"decision-making.":[21],"Previous":[22],"studies":[23,87,226],"found":[24,41,88,203],"that":[25,152,204,228],"compared":[26,181],"with":[27,182],"pricing,":[29,184,235],"prevailed":[32,231],"its":[34,89],"influence":[35],"on":[36,159,177,251],"purchase":[37,160,178,189,291],"intention,":[38],"but":[39,194],"some":[40,86,245],"reverse":[43],"results.":[44],"Researchers":[45],"categorized":[46],"them":[47],"into":[48],"different":[50],"kinds":[51],"moderating":[53],"roles,":[54],"which":[55,105,164,214],"included":[56],"variables":[58],"related":[59],"to":[60,100,266,282,288],"price":[61],"composition,":[62],"consumer's":[63],"characteristics,":[64],"seller's":[65],"reputation":[66],"external":[68],"situations,":[69],"etc.":[70],"But":[71],"product":[75,169,249],"type":[76,170,250],"(hedonic":[77],"goods":[78,140],"utilitarian":[80,142,196],"goods)":[81,143],"was":[82,111,162,208,244,264],"seldom":[83],"investigated.":[84],"Meantime,":[85],"underlying":[90],"emotional":[91,259],"reactions":[92,260],"consumers":[94],"before":[95],"they":[96],"bought":[97],"or":[98],"decided":[99],"buy":[101],"hedonic":[103,139,192],"goods,":[104,193],"called":[106],"anticipatory":[107,212,262],"guilt.":[108],"So":[109],"this":[110,116],"main":[113,154],"focus":[114],"study.":[117],"We":[118],"developed":[119],"three":[120],"hypotheses":[121],"designed":[123],"two":[124],"online":[125,239],"experiments":[126],"2":[129],"(pricing":[130],"frame:":[131],"pricing)\u00d72":[136],"(product":[137],"type:":[138],"between-subjects":[144],"design.":[145],"The":[146],"results":[147],"Experiment":[149,200],"1":[150],"showed":[151],"effect":[155,173,207,253],"intention":[161,190],"significant,":[163],"favored":[165],"pricing.":[167,256],"Meanwhile,":[168],"moderated":[171],"intention.":[179,292],"Specifically,":[180],"increased":[187],"for":[191,279],"not":[195],"goods.":[197],"Further,":[198],"2,":[201],"we":[202],"moderation":[206,218],"fully":[209],"mediated":[210,217],"by":[211],"guilt,":[213],"verified":[215],"a":[216,276],"effect.":[219,270],"These":[220],"findings":[221,272],"confirmed":[222],"extended":[224],"previous":[225],"suggesting":[227],"more":[232],"than":[233],"especially":[236],"business":[240,281],"context.":[241],"Moreover,":[242],"there":[243],"boundary":[246],"conditions":[247],"Furthermore,":[257],"guilt":[263],"investigated":[265],"mediate":[267],"interaction":[269],"Our":[271],"can":[273],"also":[274],"be":[275],"useful":[277],"guideline":[278],"marketing":[280],"adopt":[283],"suitable":[285],"tactics":[287],"enhance":[289]},"counts_by_year":[{"year":2024,"cited_by_count":1}],"updated_date":"2026-03-15T09:29:46.208133","created_date":"2025-10-10T00:00:00"}