The Influence Of Regulatory Focus And Promotion Framework On Impulse Buying Intention

Studies have shown that regulatory focus and information framework can influenceimpulsive buying behavior, the match of regulatory focus and information framework canincrease consumer impulse buying behavior. This study aimed to investigate the influenceof the regulatory focus and promotion framework on impulsive buying intention, which theregulatory focus including situational induced regulatory focus and chronically regulatoryfocus.Study1using2(situational induced regulatory focus: promotion focus, preventionfocus)×2(promotion framing: positive framing, negative framing) between-subjectsdesign, was focused on the influence of situational induced regulatory focus and promotionframing on impulse buying intention, which surveyed125university students. It was foundthat situational induced regulatory focus and promotion framing existed significantinteraction. That is, when the framing is positive, situational induced promotion focus hadhigher impulse buying intention than situational induced prevention focus, and when theframing is negative, situational induced prevention focus had higher impulse buyingintention than situational induced promotion focus.Study2using2(chronically: promotion focus, prevention focus)×2(promotionframing: positive framing, negative framing) between-subjects design, was focused on theinfluence of chronically regulatory focus and promotion framing on impulse buyingintention, which surveyed114university students. It was found that chronically regulatoryfocus and promotion framing existed significant interaction. That is, when the framing ispositive, chronically promotion focus had higher impulse buying intention than chronicallyprevention focus, and when the framing is negative, chronically prevention focus hadhigher impulse buying intention than chronically promotion focusBased on the study, it was considered that there is a fit between regulatory focus andpromotion framing, which is promotion focus fits positive framing, prevention focus fitsnegative framing, and the group of fit had higher impulse buying intention then the group which was not fit.