Digital Buying Behavior

The role of regulatory fit and self‐construal in online luxury goods purchase intentions

Zahra Fazeli, Paurav Shukla, Keith Perks

Research output: Contribution to journalArticleResearchpeer-review

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.
Original languageEnglish
JournalPsychology & Marketing
DOIs
Publication statusPublished - 28 Oct 2019

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buying behavior
luxury
purchase
Research
promotion
virtual reality
manipulation
Regulatory fit
Luxury goods
Purchase intention
Luxury
Buying behaviour
Regulatory focus
interaction

Keywords

  • Psychology
  • Luxury consumption
  • Regulatory fit
  • Self-construal
  • Online shopping
  • Digital marketing
  • Promotion focus
  • Prevention focus

Cite this

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title = "Digital Buying Behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions",
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.",
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Digital Buying Behavior : The role of regulatory fit and self‐construal in online luxury goods purchase intentions. / Fazeli, Zahra; Shukla, Paurav; Perks, Keith.

In: Psychology & Marketing, 28.10.2019.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

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AU - Fazeli, Zahra

AU - Shukla, Paurav

AU - Perks, Keith

PY - 2019/10/28

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N2 - 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.

AB - 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.

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KW - Self-construal

KW - Online shopping

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