Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process
© 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...
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| Main Authors: | , |
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| Format: | Journal |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84953322995&origin=inward http://cmuir.cmu.ac.th/jspui/handle/6653943832/44102 |
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| Institution: | Chiang Mai University |
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