中文摘要：

本文基于框架效应理论,运用实验研究方法,验证了网络环境下买一赠一和买两件打五折促销对消费者的影响及其边界条件。实验一通过对成都市203名大学生的实地调查探讨了被促销品感知风险水平的边界作用,结果表明：买一赠一比买两件打五折能带来更高的消费者感知质量、购买意愿和品牌忠诚;不同促销方式对品牌忠诚的影响受到被促销品感知风险的调节作用。实验二通过对中国（N=253）和巴基斯坦（N=251）的跨文化研究探讨了消费者文化因素的边界作用,结果表明：不同促销方式对消费者的影响受到消费者文化因素的调节作用。

英文摘要：

Based on the framing effect theory, this article verifies the impact of ＂buy one get one free＂ and ＂buy two get fifty percent off＂ on consumers＇ response and finds the boundary conditions under network environment through two experiments. Study one explores the moderating effect of products＇ perceived risk by investigating 203 university students in Chengdu, and results indicate that： compared with ＂buy two get fifty percent off＂, ＂buy one get one free＂ will lead to higher consumers＇ perceived quality, purchase intention and brand loyalty; products＇ perceived risk moderates the impact of online promotional framing on brand loyalty. Study two explores the moderating effect of consumers＇ cultural factors, and the cross-cultural investigation in China （N = 253） and Pakistan （N = 251） indicates that： culture moderates the impact of online promotional framing on consumers＇ perceived quality, purchase intention and brand loyalty.