Abstract:

In order to test the validity of the “framing effect” in the service customization, in the context of telecom service, the consumers’ decision-making process under “addictive” frame and “subtractive” frame is studied, and the differences of consumers’ choice in the service customization under the two kinds of frame modes are analyzed On the basis of that, the differences of the business attributes, as well as the differences of the difficulty, pleasure, expected regret and satisfaction of the consumers’ decision-making process are analyzed The experimental results show that by the influence of loss aversion, business attributes and other factors, there are obvious preference differences in the service customization under different frame modes Meanwhile different frame presentation will lead to differences in consumer decision-making mechanism Results of empirical analysis of data collected during the telecom service customization process confirm that the process is win-win for both businesses and consumers under “subtractive” frame, thus contributing to better business practice of the “subtractive” option framing mode

Key words: consumers&rsquo, behavior, framing effect, behavioral decision, mobile phone customization, pleasure