A Structural Equation Modeling Study on the Influence of Gender on Promotional Framework Effect

With the rapid development of e-commerce, more and more large-scale promotional festivals have begun to appear, and the influence of promotional methods on consumer responses has also attracted more and more attention from researchers. Based on Prospect theory, this paper establishes a Structural Equation Modeling (SEM) and combines eye movement experiments to study the impact of consumer gender and promotion framework effects on consumer perceived value. The results of the research show that consumers’ perceived value of loss-reducing promotion methods is significantly higher than that of profit-obtaining promotion, and there is no significant difference in the preferences of men and women for these two promotion methods. Therefore, gender does not affect consumers' choice of promotion methods. The analysis results of eye tracking data further support these conclusions. We recommend that merchants choose to reduce loss promotion as much as possible to increase consumers' perceived value and increase purchase intention, and there is no need to choose different promotion methods according to the gender of consumers.