Study On The Effect Of Regulatory Fit To Consumers’ Perceived Value And Attitude In Online-shopping

With the development of Chinese economic, online-shopping plays more and moreimportant role in Chinese daily life, but different consumers prefer to the distinctadvertisement information in Online-shopping. Besides, online-shopping is totally differentfrom the Store-shopping, consumers depend more on feelings and experience to chooseproducts.The theory of regulatory fit divides the consumers into two groups: the promotive oneand the defensive one. According to the differences way, regulatory focus can be divided intotrait-oriented regulatory focus and situational regulatory focus. Many domestic and overseasscholars quote the theory of regulatory fit into the researches, such as the aspects of theconsumers’ perceived value, attitudes, decision-making theories, and this theory has beenproved that different regulatory focus holders will fit or not fit the message frame, meanwhile,the regulatory fit will affect consumers’ perceived value and attitudes.In order to analyze the influences of consumer regulatory fit to the perceived value andattitudes in online-shopping, situation simulation will be used, studying the consumers’trait-oriented and situational regulatory focus respectively in experiment I and experiment II.The experiment I adopts between subject design.It uses2(message frame: promotive ordefensive)*2(target focus: trait-oriented promotion or prevention focus). The experiment IIadopts between subject designs, too. It uses2(message frame: promotive or defensive)*2(target focus: situational promotion or prevention focus), considers the online-shoppingperceived usefulness and ease of use as the mediating variable, all the data are collected byprinted or online questionnaire. Data analyzed by SPSS18.0, using CronbachDto carry outthe reliability analysis, factor analysis, ANOVA, MANOVA, regression analysis, in order toverify the assumption of theoretical model and explore the validity of the theory.By the experiments’ data analysis, the conclusions are summarized: in online-shopping,trait-oriented regulatory focus with the message framing, which is the regulatory fit and effectthe consumers to have the stronger perceived value, as well as the situational regulatory fit; inonline-shopping, trait-oriented regulatory focus with the message frame, regulatory fit effectthe consumers to have the remarkable better attitudes, as well as the situational regulatory fit;in online-shopping, the perceived usefulness has partial mesomeric effect between regulatoryfit and consumers’ perceived value, as well as consumers’ attitude; the ease of use has partialmesomeric effect between regulatory fit and consumers’ perceived value, as well asconsumers’ attitude. At last, according to the conclusion of this research, author will give the onlinemarketing suggestions and some marketing strategies, meanwhile there are some limitationsand future developing direction will be discussed.