Digital buying behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions

Fazeli, Zahra; Shukla, Paurav; Perks, Keith

doi:10.1002/mar.21276

Cited by 43 publications

(31 citation statements)

References 58 publications

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“…86 MTurkers (43.0% female; M age = 44.35, SD = 12.60) were randomly assigned into either prevention-focused condition or promotion-focused condition (see Appendix 3). They then answered two manipulation check items for regulatory focus on a 7-point Likert scale (see Appendix 2; Fazeli et al, 2019). Results revealed that respondents in prevention-focused situation perceived the negative outcomes more strongly than their counterparts in promotion-focused situation (M = 5.89 vs. 3.14, t(84) = 6.752, p < .001), while respondents exposed to promotion-focused message reported stronger perceived positive outcomes than those exposed to prevention-focused message (M = 5.39 vs. 2.54, t(84) = 7.535, p < .001).…”

Section: Pre-testmentioning

confidence: 99%

Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19

Wang

Guchait

2020

The Service Industries Journal

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Although physical distancing is the key to reducing the risk of virus infection, the commonly used signs to spur physical distancing in services seem ineffective as many customers still refrain from practicing physical distancing. This research therefore suggests using regulatory focus (prevention vs. promotion) to improve the persuasiveness of these appeals. Study 1 creates and validates one multiple-item scale for measuring physical distancing in services, which is then adopted in two subsequent scenariobased experiments. Study 2 proves the superior effect of prevention-focused message to both promotion-focused message and conventional message in encouraging physical distancing compliance, which is explained by perceived fear as the underlying psychological mechanism. Study 3 further unveils the boundary condition of anthropomorphism in strengthening this superiority (i.e. Mr. Deadly COVID-19, scary face). Given a great deal of uncertain future caused by this epidemic, this research provides relevant implications for fostering the engagement in physical distancing in services.

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Section: Pre-testmentioning

confidence: 99%

Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19

Wang

Guchait

2020

The Service Industries Journal

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“…Additionally, luxury goods provide emotional and social value to their buyers which differentiates it from nonluxury goods (Vigneron and Johnson, 1999;Tsai, 2005). Therefore, it is important to study the factors affecting online luxury Online luxury purchase intention 585 consumption as they may significantly vary from online shopping motives for nonluxury goods (Liu et al, 2013;Fazeli et al, 2019). Asian countries such as China and India are emerging as the next big market for online luxury sales.…”

Section: Introductionmentioning

confidence: 99%

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

Jain¹

2021

JFMM

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PurposeRecently, internet has turned out to be the fastest growing channel for luxury sales. Surprisingly, very few studies have focused on understanding the major drivers behind online luxury goods consumption, particularly in the emerging market context. Therefore, the key objectives of this study are to, first, develop a framework to understand factors affecting consumers' intention to purchase luxury fashion goods online. Second, measure the moderating effect of perceived risk and web atmospherics on the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 250 luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsStudy findings indicate that perceived usefulness, perceived ease of use, perceived enjoyment and price consciousness have a direct as well as an indirect relationship via attitude on online luxury purchase intention. The results also revealed that web atmospherics moderate the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Originality/valueThis is one of the first studies that explores the moderating role of perceived risk and web atmospherics in the context of luxury market. It will help luxury marketers to develop appropriate strategies for selling luxury goods online in emerging markets like India.

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“…Message framing (Chang et al, 2015;Fazeli et al, 2019) In the scenario, the sign was particularly focused on what would be GAINED if taking part in the ugly food promotion program (1 = strongly disagree, 7 = strongly agree)…”

Section: Normative Influencementioning

confidence: 99%

When normative framing saves Mr. Nature: Role of consumer efficacy in proenvironmental adoption

Khoa

Wang

Guchait

2021

Psychology and Marketing

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This study examines the proenvironmental persuasion of the so-called normative framing that incorporates normative influence (i.e., social norms) into message framing (i.e., loss vs. gain). Across three green contexts (i.e., towel reuse, paperless adoption, and ugly food consumption), this study shows that normative gain is consistently more effective than both normative loss and pure normative influence in promoting proenvironmental act, which is particularly motivated by positively framed information under the prospect-theoretic reasoning. This superior effect of normative gain is explained by the psychological sequence from collective efficacy to self-efficacy as the serial underlying mechanism. This study further unveils the boundary condition of anthropomorphism in amplifying this superiority (i.e., Mr.Nature, happy earth face) and reveals that the advantageous effect of normative gain is stronger among those low in interdependent self-construal. Our findings might provide helpful and relevant guidelines for businesses to operate sustainably by shifting their customers' behaviors to be greener.

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Digital buying behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions

Cited by 43 publications

References 58 publications

Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19

Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

When normative framing saves Mr. Nature: Role of consumer efficacy in proenvironmental adoption

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