Regulatory focus as a moderator of retail shopping behaviour
Regulatory focus as a moderator of retail shopping behaviour
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DOI：
10.1080/0965254x.2015.1063679
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发表时间：
2016-01-01
影响因子：
4.1
通讯作者：
Das, Gopal
中科院分区：
文献类型：
--
作者：
Das, Gopal
本文考察了监管焦点导向对消费者零售购物行为的几个方面的影响，如购物价值观，冲动，购物持续时间，重购意愿和口碑传播。在相关文献的基础上提出了理论命题。使用结构化问卷收集多种零售形式的数据（n = 300）。统计学方法如MANOVA和t检验被用来分析数据。结果显示，促进为重点的购物者报告更高水平的享乐购物价值观，冲动，而预防为重点的购物者报告更高水平的功利购物价值观，购物持续时间，回购意向和口碑传播。讨论的结果及其理论和管理的影响，本研究的局限性和未来的研究范围进行了进一步讨论。
This paper examines the effects of regulatory focus orientation on several aspects of consumer retail shopping behaviour such as shopping values, impulsiveness, shopping duration, repurchase intention and word-of-mouth communication. Theoretical propositions were developed banked on relevant literature. A structured questionnaire is used to collect data across several retail formats (n = 300). Statistical techniques such as MANOVA and t-test were used to analyse the data. Results reveal that promotion-focused shoppers report higher levels of hedonic shopping values, and impulsiveness, whereas prevention-focused shoppers report higher levels of utilitarian shopping values, shopping duration, repurchase intention and word-of-mouth communication. Discussion of the results and their theoretical and managerial implications, limitations of this study and its future research scopes are further discussed.