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 [1]-[4]. Also, scholars have proved that there are complex
influences of psychological factors when consumers make decisions of shopping. Therefore, the
article aims to analyze the impact of faming effect in e-commerce when consumers make decisions
so as to summarize the shortage in academic and practical aspects.