隨著電子商務的普及，讓網路的消費行為大眾化，在這些電子商務交易情境中，消費者的決策會因為網頁資訊呈現的方式而產生影響，而做出不同的決策。本研究以實驗室實驗法，架設實驗購物網站，以框架效應理論（Frame Theory）中的屬性框架效應、目標框架效應，驗證消費者在電子商務平台與傳統市場上決策的差異，並加入從眾效應（Conformity）和反抗心理(Reactance)探討消費者的購買決策是否會因從眾效應和反抗心理而改變原有的決策，進一步分析影響的因素。本研究以實驗室實驗法進行資料收集，共回收422份有效樣本。研究分析結果發現，目標框架對於購買決策有顯著影響，而屬性框架對於購買決策則無顯著影響。並且在反抗心理特質以及從眾特質上，並無顯著差異。 Along of the electronic commerce generally, the consumer behavior is usually at internet. In these conditions of e-commerce online transaction, the consumer’s decision will be effected by the information of website display.The research which we used laboratory experiment to set up the online store to prove what the difference of consumer’s decision between E-commerce platform and traditional market dependent on the attribute framing and goal framing of Frame Theory. And we will add the conformity and reactance to investigate whenever the consumer’s decision will be effected by conformity and reactance, analysis the reasons further. We also used laboratory experiment to collect the data, totally recover 422 effective sample size. The analysis result we found that the consume decision will effect by goal framing, and it has statistically different. On the other hand, the attribute framing has no statistically different at the consume decision, in the conformity and reactance conditions have no statistically different too.
