The Effect of Discount Framing, Brand Reputation, and Brand Image on Customer Behavior: Data from E-commerce Platforms

  • Binh Vu University of Economics and Business - VNU
  • Pham Thi Thu Huyen Class 2021DHPTDLKD1 - K16, Hanoi University of Industry, Vietnam
  • Nguyen Phuong Linh Class 2021DHPTDLKD1 - K16, Hanoi University of Industry, Vietnam
  • Nguyen Thi Hoa Class 2021DHPTDLKD1 - K16, Hanoi University of Industry, Vietnam
Keywords: Brand Image, Brand Reputation, Customer Behavior, Discount Framing, E-commerce

Abstract

E-commerce is booming globally and gaining huge sales for suppliers and vendors. The development of technologies with e-commerce platforms makes it convenient for customers to shop on them. This study carries a survey of 289 customers shopping on e-commerce platforms. The research does quantitative analysis to examine the effect of brand image, brand reputation, and discount framing on customer behavior. The findings indicate that brand image and discount framing strongly affect customer behavior in e-commerce platforms. However, the research does not reveal a statistical effect of brand reputation on customer behavior. These findings are the baseline for e-commerce platform suppliers and vendors to implement promotion strategies.

Published
2023-10-09
Issue
Vol 1 (2023): ASEAN International Sandbox Conference
Section
Published Articles

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