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The role of customer regulatory orientation and fit in online shopping across cultural contexts

机译：面向客户监管并在跨文化背景的在线购物中的作用

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摘要

This study offers valuable and timely contributions to thee-retailing and regulatory focus literature by investigating the influence of regulatory fit in the online shopping experience context, along with the mechanism underlying the fit effect. Through experimental studies conducted across different countries, we use two different technology product websites and use chronic and situationally induced regulatory focus to illustrate that the degree of fit between an individual's regulatory focus and the type of shopping experience offered by a website has a great influence on their perception and purchase intention. We find that when facing a hedonic website, promotion-focused individuals have a stronger purchase intention and a more positive attitude towards it, and that the reverse is true for prevention-focused individuals. Moreover, our findings indicate that the regulatory fit effect on purchase intention and attitude is mediated by an individual's engagement level and varies between developed countries and emerging markets. Crown Copyright (C) 2016 Published by Elsevier Inc All rights reserved.
机译：这项研究通过调查网络购物体验背景下的监管契合度的影响以及契合度效应的潜在机制，为零售业和监管重点文献提供了宝贵而及时的贡献。通过在不同国家/地区进行的实验研究，我们使用了两个不同的技术产品网站，并使用了长期的和因情况而异的监管重点来说明个人的监管重点与网站提供的购物体验类型之间的契合度对他们的看法和购买意图。我们发现，当面对享乐主义网站时，以促销为重点的个人具有更强的购买意愿和更积极的态度，而以预防为中心的个人则相反。此外，我们的研究结果表明，监管对购买意愿和态度的适应效果是由个人的参与程度介导的，并且在发达国家和新兴市场之间也存在差异。 Crown版权所有（C）2016，由Elsevier Inc.保留所有权利。

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