E-handeln är det nya svarta ...så var noga med hur du stylar den.

Sammanfattning: Ever since Internet revolutionized the world, e-stores and e-commerce has grown into becoming a natural part of consumer's everyday life. Much thanks to it's facilitative and time saving characteristics. Online, consumers are provided with a huge assortment and the opportunity to shop any time they like. Yet, the absolute greatness of e-stores is the possibility to push prices below the physical store price, which seems to be most appreciated to a large extent by consumers worldwide. The fact that e-store sales in Sweden grew 14% last year verifies this.As more players step into the virtual world of e-commerce the competition gets tougher. The market online give rise to a problem concerning e-stores ability to attract and keep customers. This has made it crucial for e-stores to communicate in the proper way, where promotions/campaigns is one of the tools in the marketing mix which has become central in marketers struggle to withhold profitable e-businesses.The purpose of this study is to see how and if consumer behavior theory from the physical store such as regulatory orientation, reference/referent thinking and analytical ability among consumers is applicable on e-stores. By testing different framings linked to psychological mechanisms in the mind of the consumer we primarily wish to map the effects that arise in sales (purchase intention). Second, we wish to investigate the effects on attitude, expectations, satisfaction, price perception and retention. The quantitative study was made through a survey and with the help of a fictitious e-store selling iPhone cases. The survey was distributed through NEPA AB and involves a total of 575 respondents from Sweden. The results suggest a different pattern concerning consumer theory than that previously established in physical stores. This has led to an advice for retailers to choose campaign type depending on their customers and the type of product. The greatest contribution of the study is providing evidence of the need of further research with in this, yet unexplored, subject.