The role of customer regulatory orientation and fit in online shopping across cultural contexts

This study offers valuable and timely contributions to the e-retailing and regulatory focus literature by investigating the influence of regulatory fit in the online shopping experience context, along with the mechanism underlying the fit effect. Through experimental studies conducted across different countries, we use two different technology product websites and use chronic and situationally induced regulatory focus to illustrate that the degree of fit between an individual's regulatory focus and the type of shopping experience offered by a website has a great influence on their perception and purchase intention. We find that when facing a hedonic website, promotion-focused individuals have a stronger purchase intention and a more positive attitude towards it, and that the reverse is true for prevention-focused individuals. Moreover, our findings indicate that the regulatory fit effect on purchase intention and attitude is mediated by an individual's engagement level and varies between developed countries and emerging markets.