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

Abdul R. Ashraf and Thongpapanl, Narongsak (Tek)

Journal of Interactive Marketing, 2015, vol. 32, issue C, 13-25

Abstract: 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.

Keywords: E-retail; Online decision making; Regulatory focus and regulatory fit theory; Engagement; Hedonic versus utilitarian; Shopping experience (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:32:y:2015:i:c:p:13-25

DOI: 10.1016/j.intmar.2015.09.004

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