OpenAIR @ RGU >
Business >
Communication, Marketing & Media >
Journal articles (Communication, Marketing & Media) >

Please use this identifier to cite or link to this item:
This item has been viewed 16 times in the last year. View Statistics

Files in This Item:

File Description SizeFormat
Atorough Con Man Res 7 3.pdf184.68 kBAdobe PDFView/Open
Title: Can regulatory focus help explain why we shop differently online? A proposed model and research agenda.
Authors: Atorough, Peter
Donaldson, Bill
Keywords: Internet shopping
Regulatory focus theory
Consumer behavior
Issue Date: 2011
Publisher: Contemporary Management Research.
Citation: ATOROUGH, P. and DONALDSON, B., 2011. Can regulatory focus help explain why we shop differently online? A proposed model and research agenda. Contemporary Management Research, 7 (3), pp. 231-242.
Abstract: As an important behavioral trait in consumer psychology, regulatory focus (RF) has been proven to describe and predict human behavior in numerous situations as it demonstrates that individuals can be distinguished according to two independent structures of strategic inclination and orientation in the pursuit of goals: promotion focus and prevention focus. However, to date no research has explicitly considered the potential link between RF and perceived risk in the various dimensions of online shopping (OS). This paper aims to fill this gap. By developing an RF model of online consumer shopping behavior (REFCOS) covering motives, behaviors, and continuance-evaluation and empirically testing a number of hypotheses, we find how consumers with different foci use the Internet. Our findings provide confirmatory evidence for emerging literature that RF is a powerful predictor of behavior in OS.
ISSN: 1813-5498
Appears in Collections:Journal articles (Communication, Marketing & Media)

All items in OpenAIR are protected by copyright, with all rights reserved.


   Disclaimer | Freedom of Information | Privacy Statement |Copyright ©2012 Robert Gordon University, Garthdee House, Garthdee Road, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781