Abstract: At present, most of the research on online consumers’ purchase intention is based on the statistical experiment method to analyze the factors that affect the consumers’ purchasing intention. The way that online store presenting their information is often mentioned as the characteristic factor. However, there is little research considered how "different forms" of information presentationaffect consumers’ psychology and their purchasing intention. The influence of different information presentation frameworks on consumers’ psychological reference points and purchase intention is studied. And a purchase decision model is built based on consumer psychological points. Then some advice for the future business is provided to present their information effectively. The results prove that:(1) The certain description and uncertain description of the same information will significantly affect the consumer's purchase intention under the risky framing effect, and the consumers' purchase intention and reference point under certain description is higher than that of the uncertain description. (2) Under the attribute framing effect, positive description and negative description will make the consumer purchase decision different. The consumer purchase intention and reference point under the positive description is higher than the negative description. (3)Under target framing effect, positive and negative information will affect the consumer purchase decision behavior. Consumers' purchase intention and reference point under the negative framework will be higher than the positive framework.Based on the above research results, the research of online consumers’ decision-making process is enriched from the micro level, and put forward management suggestions on how to effectively present information for online stores.

Key words: information presentation, the framing effect, reference point, purchasing intention