• Management & Information Systems Review
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• v.32 no.2
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• pp.237-257
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• 2013

As there is impulsive buying that is pervasive phenomenon in the clothing consumption area, many academics and practitioners have been interested in it. Although prior studies have provided useful insights for understanding and predicting consumers' impulsive behavior, the findings do not clearly explain why different consumers influence impulsive behavior differently even when presented with the same shopping environment. Regulatory focus theory (Higgins, 1987, 1997, 2001) provides an insight for better understanding of consumers' impulsive responses to the elements of shopping experience. Thus, the purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their shopping experiences and impulsive behavior. A total of 157 data collected from female consumers lived in Ulsan and Pusan was used for this study. The results were as follows: First, sensitive experience and emotional experience have significantly positive effects on impulsive buying, but rational experience does significantly negatively effects on it. Second, to test the moderating effects of consumers' regulatory focus, responses were divided into two groups including promotion-focused group (n = 91) and prevention-focused group (n = 66) based on the relative strength of one type of their regulatory focus, which was introduced by Higgins (2001). Multiple regression analysis (independent variables: shopping experience, dependant variable: impulsive buying) was run within each group. The results showed that for the promotion-focused group, sensitive and emotional experience have significantly positive effects on impulsive buying. For prevention focused group, sensitive experience has significantly positive effects on impulsive buying and rational experience does significantly negatively effects on it. Chow's and Fisher's z-test were confirmed that the relationship between shopping experience and impulsive buying behavior was significantly different depending on consumers' regulatory focus.

• The Journal of Information Systems
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• v.30 no.3
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• pp.137-158
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• 2021

Purpose This study aims to investigate which factors have impact on the acceptance intention of new electronic ID. For the empirical analysis, this study utilized PLS-SEM after collecting 385 survey data, and analyzed relations between each factors. Design/methodology/approach This study made a design of the research model by integrating the factors deducted from the Unified Theory of Acceptance and Use of Technology with the factors deducted from the Risk Factors. Findings The results are as follow; First, of the UTAUT factors, Performance Expectancy, Effort Expectancy and Social Influence and has positive impact on Acceptance Intention, but Facilitating Conditions doesn't have meaningful impact on Acceptance Intention. Second, of the Risk factors, Innovation Resistance has negative impact on Acceptance Intention, but Perceived Risk dose not have meaningful impact on Acceptance Intention. Finally, regulatory effect of the Promotion Focus, Prevention Focus and Gender has regulatory impact to Acceptance intention. It is expected that the implications of this study enables government effectively to offer new electronic ID.

• Management & Information Systems Review
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• v.33 no.5
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• pp.213-232
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• 2014

Sensitivity to online store stimuli (VMD attributes) and response (online store loyalty) may depend upon consumers' regulatory focus (emotional state). In other words, consumers' sensitivity to online store atmosphere and consequent store loyalty can be influenced by the match between their regulatory focus (promotion focused vs. prevention focused) and the type of the online store VMD benefits Study 1 results indicate consumers have a different evaluation about online store atmosphere depending on their regulatory focus. Promotion-focused consumers were significantly more sensitive to visual appeal and entertainment attributes of online store atmospherics than prevention-focused consumers. Conversely, prevention-focused consumers were significantly more sensitive to security and privacy attributes of online store, than promotion-focused consumers. Study 2 results indicate for promotion-focused shoppers, hedonic value toward online store atmosphere was associated with greater online store loyalty. In contrast, prevention-focused shoppers were influenced more by the utilitarian attributes on online store loyalty than promotion-focused shoppers. The current findings indicate that shoppers with promotion-focused are more easily persuaded by visual and entertainment-oriented online store cues. Conversely, shoppers with prevention-focus are more easily persuaded by safety and privacy-oriented online store cues.

• The Research Journal of the Costume Culture
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• v.23 no.1
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• pp.102-116
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• 2015

This study aimed to identify the effects of fashion brand extensions types, preannouncing and consumers' regulatory focus on preference towards extension products. To that end, the study used a 2 (fashion brand extension types: similar vs. non-similar) ${\times}2$ (preannouncing: near preannouncing vs. far preannouncing) ${\times}2$ (regulatory focus: promotion focus vs. prevention focus) three mixed elements. The subjects of the study were 280 men and women in their 20~40s living in Seoul and Chungnam province and total of 229 data were analyzed. Data were analysed with SPSS 19.0 program and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First there were significant differences in preference based on fashion brand extension types and preannouncing. Second, there were significant interaction effects in preference between extension types of fashion brand and regulatory focus. But there was no difference in preference toward extension products according to types of preannouncing and regulatory focus. Lastly, fashion brand extension types, preannouncing and regulatory focus showed significant interaction effects on preference. Thus even in cases of non-similar brand extensions which carry more risk of failing, the appropriate marketing communication strategies such as preannouncing will result in brand preference. Also marketing activities should be comprehensive and strategical based on consumers' tendencies in order to derive positive evaluations.

• Journal of Fashion Business
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• v.25 no.5
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• pp.149-162
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• 2021

Nowadays, the cosmetic and fashion industries are paying attention to influencer marketing on Instagram. In this study, we determined whether electronic word of mouth (e-WOM) communications were affected by the following parameters: the influencer's information source, message sidedness, and consumer's regulatory focus. The experimental design of this study is a three-way mixed ANOVA, which comprises of 2 (influencer information source: expert vs general consumer) × 2 (message sidedness: two-sided message vs one-sided message) × 2 (consumer regulatory focus: promotion focus vs prevention focus) structure. The data for this research study was obtained by distributing a questionnaire to 410 subjects. The participants were aged between 20 and 39 years and lived in Seoul and Gyeonggi areas. In total, the data of 396 subjects was analyzed with the help of SPSS 25.0 statistical program: frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis were performed. The analysis results were as follows: First, influencer information sources and consumer regulatory focus exhibited a significant interaction with consumers' e-WOM intentions. Second, message sidedness and consumer's regulatory focus exhibited a significant interaction with e-WOM intentions. Third, influencer information source and message sidedness exhibited a significant interaction with consumers' e-WOM intentions. Based on these findings, the type of influencer's information source and the consumer's regulatory focus was taken into consideration while marketing cosmetics on Instagram. Moreover, influencer marketing strategies must be used to evaluate message sidedness. This would help us gauge the consumer's attitude towards advertisements.

• Knowledge Management Research
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• v.21 no.2
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• pp.101-118
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• 2020

The usage of emoticons used in the online environment continues to increase, and also the market for emoticons is growing rapidly. Emoticons go beyond simply conveying the meaning of a message and play various roles such as smooth communication, pursuit of fun, and intimacy. In this study, we first identify the factors that motivate users to use emoticons in an online messenger service, and then determine whether the derived factors have a significant effect on emoticon usage. Furthermore, based on Regulatory Focus Theory, we will distinguish between the group of promotion focus and the group of prevention focus to see how the influence of motives on emoticon usage differs.

• Asia pacific journal of information systems
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• v.29 no.2
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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.

• Journal of Korea Society of Industrial Information Systems
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• v.25 no.6
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• pp.85-94
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• 2020

The importance of organizational learning is increasing. Drawing on regulatory focus theory and upper echelon theory, this study aims to identify the relationship of the regulatory focus of managers and three aspects of organizational learning, namely breadth, depth, and speed of organizational learning. While identifying the significant influence of promotion focus on the three aspects of organizational learning, we found that the influence of promotion focus of breadth of organizational learning is statistically stronger than that of prevention focus.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.4
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• pp.165-175
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• 2023

In venture creation research, studying 'entrepreneurial leadership' is important for uncovering and comprehending the underlying causal process in innovative behavior performance. Although previous studies provide that entrepreneurial leadership enhances followers' innovative behavior, there is few research on entrepreneurial leadership and followers' characteristics interaction. The present study's focus is paradoxical effects of entrepreneurial leadership on self-efficacy and innovative behavior. On the basis of individual regulatory focus, this study suggests that interaction effects of entrepreneurial leadership and followers' regulatory focus differed in promotion view and prevention view followers' innovative behavior. To strengthen the casual mechanism, this study conducted in priming experiment method using employees in SMEs. This study used a 2(entrepreneurial leadership vs. control) x 2 (regulatory focus: promotion vs. prevention) between-participants design. The results of this study provide that (1) Individuals in promotion focus especially benefited from entrepreneurial leadership in terms of its effect on their self-efficacy and innovative behavior; (2) whereas entrepreneurial leadership was negatively related to self-efficacy and innovative behavior of followers' prevention focus. In sum, results of the present study supporting evidence for hypotheses, combined effect of entrepreneurial leadership and regulatory focus on innovative behavior through self-efficacy. Experimental results confirmed hypotheses of this study, revealing that promotion focus show more innovative behavior than prevention focus when their leaders' leadership style is entrepreneurial leadership. Also, the paradoxical effect of entrepreneurial leadership and regulatory focus of followers on innovative behavior was mediated by followers' self-efficacy. This study helps explain how leaders' entrepreneurial leadership boost followers' innovative behavior, particularly for those employees who have promotion focus. The current study contributes to the theory of entrepreneurial leadership and regulatory focus and innovation literature. Findings of this study shed light on the organizational processes that shape innovative behavior in venture/startup corporations and provide contributions for venture business field.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.5
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• pp.190-199
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• 2017

People's interest in how to lead a happy life when they get older is increasing because of the extension of life span due to thedevelopment of medical technology. Factors that can affect happiness or the strength of the influence of those factors may vary according to age. Previous studies, have found that individuals with promotion focus are more likely to experience happiness than those with prevention focus. However, whether this effect of regulatory focus on happiness is consistent regardless of age has not been sufficiently investigated. Therefore, 1,250 Korean adults from each age group and residence were randomly selected as thesample, and the moderating effect of age on the relationship between regulatory focus and subjective well-being was examined. The results indicated that promotion focus and age have a significant interaction effect on subjective well-being, while the interaction effect of prevention focus and age was not significant. More concretely, the positive effects of promotion focus on life satisfaction and affective balance grew stronger with increasing age. This finding implies that it is especially important for old adults to use promotion focus by actively setting challenging goals and motivating themselves to gain a sense of accomplishment to experience subjective well-being. In addition, social support is proposed as being especially important to activate their promotion focus.