Operationalizing Regulatory Focus in the Digital Age: Evidence from an E-Commerce Context

Volume: 43, Issue: 3, Pages: 745 - 764
Published: Jan 1, 2019
Abstract
Regulatory focus theory (RFT) has been regarded as an important theory for understanding customer behavior in e-commerce; however, there is a significant gap between theoretical analysis with RFT and its practical applications. In particular, there is little research on how to identify the chronic regulatory focus of customers; as such, it is difficult to apply RFT in e-commerce operations. To fill this research gap, we propose an innovative...
Paper Details
Title
Operationalizing Regulatory Focus in the Digital Age: Evidence from an E-Commerce Context
Published Date
Jan 1, 2019
Volume
43
Issue
3
Pages
745 - 764
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