DISCOUNT FRAMING ON CONSUMER PURCHASE INTENTION ON E-COMMERCE IN THE DIGITAL ERA: LITERATURE REVIEW AND FUTURE RESEARCH AGENDA
Keywords:
Discount Framing, Consumer Purchase Intention, Consumer Behavior, Digital Marketing, E-CommerceAbstract
This study aims to understand the impact of discount framing on consumer purchase intention in the digital era, specifically within the e-commerce context. Discount framing is a marketing strategy that organizes price presentation to appeal to consumers, whether in the form of percentage discounts, direct reductions, or bundling offers. Through a systematic literature review using the PRISMA method, this research identifies key factors that influence consumer perceptions of discounts and how these drive purchase intention. The article also reviews the effectiveness mechanisms of discount framing by considering aspects such as brand image, reputation, and customer satisfaction. Additionally, the study identifies research gaps and provides direction for future research. Literature searches were conducted using Google Scholar and Scopus databases to obtain articles relevant to this topic. A bibliometric analysis was manually performed by evaluating citation counts, keyword frequency, and the interrelation of emerging topics. The findings of this study are expected to provide practical contributions for e-commerce businesses in implementing effective pricing strategies.
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