Abstract
As one of the most populous countries with the highest number of cancer patients worldwide, China is actively promoting emerging commercial cancer drugs insurance (CDI) to address the increasingly serious cancer burden. However, providers are uncertain whether the risk information they design in their promotional advertising is effective for expanding CDI that primarily sold online. In this paper, we present a randomized online survey experiment nationally, to understand the unique ability of low/high risk information frame (LRIF/HRIF) in shaping individuals' CDI purchasing decisions. The results reveal that the LRIF which being used by providers is ineffective, the effect of shifting LRIF to HRIF in advertising increasing 43.7% for stimulating purchasing decisions. A possible mechanism may depend on HRIF restraining present-oriented attitude and reinforcing future-oriented attitude with the mediating role of perceived risk. These results suggest that further employing HRIF to develop advertising toolkits effectively would critical for promoting CDI expansion.