Author(s)

Ziwei Wang, Peng Zhu

Corresponding Author

Peng Zhu

ABSTRACT

Compared with traditional paper-based reading, e-reading has become more popular due to its convenience, portability, and low price. Based on this, this research considers the influence of framing effect and regulatory focus on readers' e-reading payment decision. The empirical analysis results show that promotion focus subjects will show a higher willingness to pay for reading than those prevention focus subjects; under the positive framing, the level to pay of the promotion focus subjects is higher than the prevention focus subjects; under the negative framing, the level to pay of the prevention focus subjects is higher than the promotion focus subjects.

KEYWORDS

Regulatory focus, framing effect, e-reading, Payment decision