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Digital buying behavior: the role of regulatory fit and self‐construal in online luxury goods purchase intentions

Digital buying behavior: the role of regulatory fit and self‐construal in online luxury goods purchase intentions
Digital buying behavior: the role of regulatory fit and self‐construal in online luxury goods purchase intentions
Drawing on regulatory focus theory, this study examines how consumers’ promotion and prevention focus influences luxury purchase intentions in an online domain. The research further investigates the interactive effects of regulatory focus, goal orientation, and self‐construal through four studies. Study 1 shows that promotion‐focused versus prevention‐focused consumers have a greater tendency to purchase luxury goods online and in‐store. Contrary to extant research regarding the compatibility between message frame and consumers’ regulatory focus, using varying manipulations, Studies 2 and 3 find the primacy of prevention‐framed messages in influencing online luxury purchase intentions for promotion‐ and prevention‐focused consumers. Further, unlike prior studies, Study 4 shows no significant interaction effect between regulatory focus, goal orientation, and self‐construal and adds a possible boundary condition by demonstrating how regulatory focus and self‐construal effects differ for luxury purchase online. Overall, the studies offer important contributions to theory and practice relating to luxury consumption in cyberspace.
Digital, Luxury, Regulatory focus, regulatory fit, self-construal, online buying
0742-6046
15-26
Fazeli, Zahra
075cc980-d8ac-475a-90b1-f87170aac00e
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Perks, Keith J.
e1143c86-e3d6-401e-b1d7-e973a2efc70c
Fazeli, Zahra
075cc980-d8ac-475a-90b1-f87170aac00e
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Perks, Keith J.
e1143c86-e3d6-401e-b1d7-e973a2efc70c

Fazeli, Zahra, Shukla, Paurav and Perks, Keith J. (2019) Digital buying behavior: the role of regulatory fit and self‐construal in online luxury goods purchase intentions. Psychology and Marketing, 37 (1), 15-26. (doi:10.1002/mar.21276).

Record type: Article

Abstract

Drawing on regulatory focus theory, this study examines how consumers’ promotion and prevention focus influences luxury purchase intentions in an online domain. The research further investigates the interactive effects of regulatory focus, goal orientation, and self‐construal through four studies. Study 1 shows that promotion‐focused versus prevention‐focused consumers have a greater tendency to purchase luxury goods online and in‐store. Contrary to extant research regarding the compatibility between message frame and consumers’ regulatory focus, using varying manipulations, Studies 2 and 3 find the primacy of prevention‐framed messages in influencing online luxury purchase intentions for promotion‐ and prevention‐focused consumers. Further, unlike prior studies, Study 4 shows no significant interaction effect between regulatory focus, goal orientation, and self‐construal and adds a possible boundary condition by demonstrating how regulatory focus and self‐construal effects differ for luxury purchase online. Overall, the studies offer important contributions to theory and practice relating to luxury consumption in cyberspace.

Text
Digital luxury regulatory fit accepted manuscript for repository - Accepted Manuscript
Restricted to Repository staff only until 28 October 2021.
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More information

Accepted/In Press date: 11 October 2019
e-pub ahead of print date: 28 October 2019
Published date: 28 October 2019
Keywords: Digital, Luxury, Regulatory focus, regulatory fit, self-construal, online buying

Identifiers

Local EPrints ID: 435691
URI: http://eprints.soton.ac.uk/id/eprint/435691
ISSN: 0742-6046
PURE UUID: 8ba2772d-d5fa-425d-adb7-7a946c47f3b6
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 18 Nov 2019 17:30
Last modified: 23 May 2020 00:45

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