• 패션비즈니스
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• 제19권6호
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• pp.1-13
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• 2015

This study aimed to determine the relationship between consumer regulatory focus and impulse buying of apparel products and the mediating effect of consumer fashion innovativeness. A large portion of consumer buying behavior is based on impulse. However, impulse buying is difficult to predict; moreover, factors that explain consumers' impulse buying tendencies are not yet fully identified. In this study, consumer regulatory focus was considered as a factor that explains consumers' impulse buying tendencies. The purpose of this study was to examine how fashion innovativeness and impulse buying tendencies differ, based on the consumer regulatory focus. A structural equation modeling was conducted to validate the research model. A questionnaire agency conducted online survey for 1 week and of the 400 copies distributed, total of 400 were collected. Promotion-focus and fashion innovativeness were positively correlated, which in turn had an effect on rational, emotional, and situational impulse buying. The promotion-focus had a negative effect on fashion innovation, but a positive effect on emotional impulse buying. On the other hand, prevention-focus had negative effect on emotional impulse buying, and situational impulse buying. Consumer regulatory focus and fashion innovativeness were useful predictors different consumer tendencies of impulse buying of apparel.

• International Journal of Advanced Culture Technology
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• 제9권1호
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• pp.28-39
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• 2021

In the new era of IoT, a deeper and richer understanding of consumer characteristics is required to accelerate the acceptance and popularization of different types of smart home services (e.g., hedonic or utilitarian smart home services). In the current research, self-regulation systems are considered one of the consumer characteristics. Therefore, this research examines the role of consumers' regulatory focus (promotion focus vs. prevention focus) in their responses to smart home services, particularly when they are not familiar with the services. Specifically, this research examines whether consumers' attitudes toward utilitarian/hedonic smart home services differ according to their regulatory focus, particularly when they are not familiar with the services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused). In contrast, there is no significant difference in their attitudes toward utilitarian smart home services between promotion- and prevention-focused consumers. Our findings imply that regulatory focus may be an effective marketing and segmentation tool in promoting new smart home services and facilitating low-familiarity consumers' receptiveness to the services.

• Asia pacific journal of information systems
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• 제29권2호
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• pp.248-267
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• 2019

As merging online and offline channels into one single platform, individuals could easily and frequently switch between online and offline channels. In order for understanding such unique behaviors, this study attempts to explore why and how consumers choose their channels to search and purchase a product. We have drawn on multiple theories that have been used to explain individuals' judgment and decision making (i.e., construal level theory and regula-tory focus theory) in order to develop and tested two-way ANOVA based models of how both regulatory focus (e.g., promotion vs. prevention) and product types (e.g., experience goods vs. searching goods) including the psychological distance cue separately and jointly affect individuals' channel selection behavior (e.g., intention to use single channel vs. intention to use cross-channels). Our results have indicated that consumers with promotion-focus are more likely to use a single channel in experience goods rather than in searching goods when there exists the psychological cue. Based on our findings, the implication for both research and practice are discussed.

• 경영과정보연구
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• 제32권2호
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• pp.237-257
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• 2013

본 연구는 쇼핑체험이 충동구매에 미치는 영향에 있어 소비자의 조절초점이 어떤 역할을 하는지 검토하는데 초점을 맞춘다. 즉 의류매장에서 느끼는 쇼핑체험이 소비자의 조절초점성향에 따라 충동구매에 미치는 영향에 차이가 있는지를 실증한다. 실증연구 결과를 요약하면 다음과 같다. 첫째, 의류매장의 체험요소인 감각적 체험과 감성적 체험은 통계적으로 유의한 수준에서 충동구매에 긍정적인 영향을 미치고 있는 것으로 나타난 반면, 합리적 체험은 충동구매에 부정적 영향을 미치고 있는 것으로 조사되었다. 둘째, 쇼핑체험 요소가 충동구매에 미치는 영향은 소비자의 조절초점성향에 따라 차이가 있음을 확인하였다. 감성적 체험이 충동구매에 미치는 영향은 예방초점 소비자보다는 향상초점 소비자에게서 더 크게 작용하는 것으로 나타났다. 이에 반해 합리적 체험이 충동구매에 미치는 부(-)적 영향은 향상초점 소비자보다는 예방초점 소비자집단에서 더 낮은 것으로 나타났다. 연구결과를 종합하면, 소비자의 쇼핑체험은 충동구매행동에 유의한 영향을 미치며, 이러한 영향은 소비자의 조절초점에 따라 차이가 있음이 확인되었다.

• Asia Marketing Journal
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• 제21권1호
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• pp.89-112
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• 2019

To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). While a consumer with a high level of group identification changes her locus of self-regulation from an individual to a collective (a regulatory shift) and evaluated messages and products framed consistent with their group orientation, a consumer with low level of group identification maintains her locus of self-regulation in her personal level of self (a regulatory preservation) and evaluated messages and products framed consistent with their personal regulatory focus.

• 산경연구논집
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• 제14권4호
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• pp.1-10
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• 2023

Purpose: This paper aims to investigate how self-regulatory focus (SRF) influences the relationship between perceived brand localness (PBL) and purchase intentions (PI). This research adopted both domestic and foreign-owned brands to examine the moderating effect of self-regulatory orientations and product types respectively to exclude the interference of brand origin. Research design, data, and methodology: This study surveyed Chinese consumers and collected data using social media applications. ANOVA analysis and PROCESS modeling were adopted to complete the empirical analysis. Results: This research demonstrates that brand origin does not inhibit the positive impact of PBL on purchase intentions regardless of whether it originates from mainland China or not. Study 1 proved that the effect of PBL on PI is more convincing among consumers with promotion focus orientations. In study 2, higher purchase intentions were found for hedonic perceived local brands among promotion-focused consumers while significant preferences were found for utilitarian perceived local brands among prevention-focused consumers. Conclusions: This research complements the literature about the potential psychological factors influencing PBL and contributes to marketers in developing effective marketing strategies and appropriate positioning decisions. Overall, this study has important theoretical and managerial contributions to international marketing, particularly in the context of the current recession.

• 경영과정보연구
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• 제30권4호
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• pp.73-92
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• 2011

명품브랜드의 대중화는 소비자가 명품브랜드를 이용하는 방식과 소비하는 목적과 동기가 다양해진다는 것을 의미한다. 명품브랜드 시장을 보다 잘 이해하기 위해서는 차별화된 다양한 접근법이 필요하다. 본 연구는 명품 브랜드의 가치와 브랜드 선호도간 관계에서 조절초점 조절효과를 검토하는데 목적이 있다. 명품 브랜드에 대한 지각된 가치는 소비자의 조절초점성향에 따라 브랜드 태도에 미치는 영향에 차이가 있는지를 분석하였다. 분석결과, 품질가치와 경제적 가치는 향상초점 소비자집단보다 예방초점 소비자 집단에서 더 높게 나타난 반면에 심리적 가치는 예방초점 소비자 집단보다 향상초점 소비자집단에서 높게 나타났다. 또한, 향상초점 소비자일수록 과시적 가치와 감정적 가치가 명품브랜드 태도에 더 큰 영향을 미치는 반면, 예방초점 소비자일수록 품질가치와 경제적 가치를 더 중시하는 것으로 나타났다.

• 지식경영연구
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• 제18권4호
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• pp.213-235
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• 2017

In the rapidly changing business and economic environment, environment-equipped appropriate capacities should be used to adapt to the changing environment and the smart environment. First of all, it is important for the company to understand what kind of acceptance attitude it shows according to the consumers' tendency toward the mobile convenient payment system that users are increasing and deal with it accordingly. In order to analyze the market according to the individual personality factors of consumers, a model based on the integrated technology(UTAUT) and the regulatory focus suitable for the mobile environment was constructed and analyzed with the structural equation through PLS. As a result of analysis, it was found that neuroticism, openness to experience, and conscientiousness among consumer personality factors had a significant influence on accommodating the mobile convenient payment system according to the tendency of promotional focus. This study provides a direction for establishing a mobile convenient payment system for smart environment through data analysis of the propensity and personality of consumers from the viewpoint of knowledge management.

• 한국의류학회지
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• 제42권1호
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• pp.1-13
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• 2018

The influence of the emotion of envy as a variable in the brand attitude has increased. This study validates the influence of envy types, brand awareness, and regulatory focus chronic of consumers on favorability of luxury fashion brand. This study was designed with the mixed factorial design of 2 (envy types: benign vs malicious) ${\times}$ 2 (brand awareness types: high vs low) ${\times}$ 2 (regulatory focus chronic types: promotion focus vs prevention focus). The data for this research was collected from a questionnaire distributed to 302 subjects aged between 20 and 39 in the Seoul and Gyeonggi areas; consequently, a total of 275 data were analyzed. Data were analyzed with SPSS 23 program and three-way ANOVA, Simple interaction effects and simple main effects analysis were conducted. The results of this research were as follows. First, envy type and brand awareness showed significant interaction for the favorability of a luxury fashion brand. Second, envy type, brand awareness, and consumers' regulatory focus chronic showed significant interaction on the favorability of luxury fashion brand. Based on the findings, the characteristics of consumers' regulatory focus in brand attitude must be taken into consideration by luxury fashion brand marketers. The use of SNS strategies to induce emotions of benign envy through the comparisons to close acquaintances is recommended in order to raise brand preferability.

• International journal of advanced smart convergence
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• 제9권3호
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• pp.221-226
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• 2020

Smart homes have become the state of the art in the reduction and monitoring of energy usage within a residential setting. Emerging threats such as climate change, global warming and volatility in energy prices have fuelled the interest in smart systems. Given that environmental sustainability has become a more significant factor for consumers, this research examines whether consumers' attitudes toward smart home services for efficient energy management differ according to their regulatory focus. Specifically, it is predicted that consumers will have more favorable attitudes toward smart home services for efficient energy management when they are promotion-focused (vs. prevention-focused). The results indicate that respondents with a promotion (vs. prevention) focus reported significantly more favorable attitudes toward smart home services for energy management (e.g., smart cooling/heating system, smart ventilation & air conditioning system, smart thermostats, smart plugs, and smart switches). We suggest that regulatory focus may be an effective marketing and segmentation tool in promoting smart home services for energy management and facilitating their receptiveness to the services.