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: Business, Management and Accounting
• Online Access: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84953322995&origin=inward; http://cmuir.cmu.ac.th/jspui/handle/6653943832/54217
• 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...