Study On The Regulatory Fit Effect On Purchase Intention Based On Psychological Distance

The development of the society and income growth makes people’s consumptionconcept has undergone tremendous changes to began to pursue personalized,diversified products. Therefore, more and more enterprises starte to pay moreattention on consumer psychology in order to meet the consumers’ preferences andneeds to enhance their purchase intention. The field of marketing research onconsumer psychology is constantly expanding and deepening.Different consumers prefer different product information presentation. Someprefer the information with promotion，but others prefer the information withprevention. Furthermore，it was proved that individuals with different regulatory focuswill match or not with different information framing in regulatory fit theory. Andregulatory fit effect will influence on consumers’ psychological distance，and theirpurchase intention further. Meanwhile，brand awareness are key factors whichinfluence on consumers’ psychological distance. Besides，self-control plays a role onconsumers’ purchase intention which can’t be ignored.In order to make clear psychological process of purchase intention generation，regulatory focus and regulatory fit theory in psychology field are took example in thethesis. Internal nature about purchase intention generation based on differentmatching state and brand awareness is tried to be explored. In the study， theexperiment with scenario simulation is used. It uses two (informationframing:promotion or prevention) by two (goal orientation: promotion focus orprevention focus) by two brand awareness: high or low) in the between-subjectsdesign. Data is collected by paper questionnaires or electric questionnaires， and isanalyzed specifically with SPSS. The hypothesis of theoretical model is tested andverified with Cronbach αreliability analysis， factor analysis， ANOVA， MANOVAand regression analysis， and then validity of the theory is explored.By the experiment data analysis，the conclusions are summarized.(1) Theconsumers with different regulatory focus have interaction with different informationframing，and then regulatory fit is formed to reduce the psychological distance.(2)Brand awareness has significance positive influence on consumers’ psychologicaldistance.(3) Consumers with different regulatory focus has different incidence onself-control. The consumers with promotion focus have observably higher self-control level than ones with prevention focus.(4) Self-control decrease through psychologicaldistance has significant positive effects on purchase intention. Self control decreasereduces psychological distance, so as to increases purchase intention.Finally，according to the conclusions in the study， marketing strategy andsuggestions are provided to marketing staff and retailers. Limitations and researchdirection are discussed.