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Framing effect is an understanding and assessment that individual implements different behaviors when facing to the multiple choice that expressing the same meaning. Previously, scholars went through numerous empirical studies regarding impact of the method as well as environment in making decision of online purchasing -. Also, scholars have proved that there are complex influences of psychological factors when consumers make decisions of shopping. Therefore, the article aims to analyzedoi:10.4236/ojbm.2015.31010 fatcat:evswuydymrdd5oievxivsenela