The emerging online economy provides consumers with easy access to numerous choices. This article investigates the effects of price promotion framing messages on perceived value and online consumer purchase intention. A 3 (price promotion framing: single discount/multiple discounts- large discount first and small discount last/multiple discounts- small discount first and large discount last) × 2 (price level of product: low/high) experimental design is conducted. The experiment results demonstrated that price framing of single discount has a greater influence on perceived value than multiple discounts. Perceived value has a positive influence on purchase intention. Additionally, price moderates the effects of price promotion framing on consumer purchase intention. This finding offers potential for finding better ways for sellers or managers to present discounts in online shopping. Finally, the conclusion presents implications, limitations, and directions for future research.