The role of customer regulatory orientation and fit in online shopping across cultural contexts
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- 作者：Abdul R. Ashrafa ; abdul.ashraf@neoma-bs.fr" class="auth_mail" title="E-mail the corresponding author ; Mohammed A. Razzaqueb ; ma.razzaque@unsw.edu.au" class="auth_mail" title="E-mail the corresponding author ; Narongsak (Tek) Thongpapanlc ; d ; TEK@brocku.ca" class="auth_mail" title="E-mail the corresponding author
- 关键词：Online decision making ; Regulatory focus and regulatory fit theory ; Engagement ; Hedonic versus utilitarian ; Shopping experience ; Cross cultural context
- 刊名：Journal of Business Research
- 出版年：2016
- 出版时间：December 2016
- 年：2016
- 卷：69
- 期：12
- 页码：6040-6047
- 全文大小：294 K
文摘
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Promotion- (prevention-) focused individuals experience fit while exploring websites offering hedonic (utilitarian) shopping experiences.
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Website evaluation and purchase intention is higher under regulatory fit conditions.
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Individual's engagement mediates the effect of fit on attitude and purchase intention.
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The effect of regulatory fit was stronger in emerging than developed markets.