Empirical Research of Network Consumers’ Purchasing Behavior Based on Regulatory Focus Theory

Abstract

This paper mainly divides motivations into promotion focus and prevention focus on the basis of regulatory focus theory and regards product feature as regulation variable to explore network consumers’ purchasing behavior. And we collect data about network trust, perceived risk and other related variables in the form of questionnaire. The experimental results show that network trust positively influences on online consumers’ purchase intention and perceived network risk negatively influences on online consumers’ purchase intention; prevention focus consumer has higher perceived network risk than promotion focus consumer, and promotion focus consumer has stronger network trust than prevention focus consumer. Product feature has a significant regulating function in the relationship in regulatory focus and network trust and perceived network risk, thus indirectly influencing consumer’s purchase intention. This research enriches the application of regulatory focus theory and provides a certain help for network merchant to formulate marketing strategy.