Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process

• Main Authors: Abdul R. Ashraf, Narongsak Tek Thongpapanl
• Format: Journal
• Published: 2018
• Subjects: Agricultural and Biological Sciences
• Online Access: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84953322995&origin=inward; http://cmuir.cmu.ac.th/jspui/handle/6653943832/44102
• Institution: Chiang Mai University

© 2015 Marketing EDGE.org. Drawing on regulatory focus and regulatory fit theories, this study illustrates that, through the mechanism of engagement, promotion-focused (prevention-focused) shoppers who are faced with a website offering a more hedonic (utilitarian) shopping experience are more likely to both have a favorable attitude towards it and a higher intention to make a purchase. Moreover, by extending the goal compatibility principle to the online shopping context, this study shows that shoppers experiencing fit are able to sustain their regulatory orientation in subsequent decisions, resulting in a preference for products that emphasize the same regulatory goal. This study will help e-retailers increase sales by clarifying why, when, and to what extent they should offer hedonic versus utilitarian shopping experiences. In doing so, this study documents a new source of regulatory fit: a match between the hedonic or utilitarian online shopping experience and a shopper's promotion versus prevention regulatory orientation.