A Empirical Research Of Regulatory Fit And Consumer Perceived Value, Attitude, And Preference

Consumer behavior is the key of marketing, and consumer behavior is a process of a great deal difficult and complex. Philip Kotler called "Buyer's black box" how do consumers respond to various marketing and other stimuli, and companies and marketer must and need to figure out what is in the buyer's black box; however, it is not so easy—the process is always locked deep in the consumer's head. Therefore, to figure out Buyer's black box is significantly valuable and meaningful.Regulatory focus and regulatory fit theory is based on hedonic principle, and they are concepts of psychology to explain the progress of making decision. According to regulatory focus theory, consumers'decisions are guided by self-regulation systems called promotion and prevention. Regulatory fit theory suggests that different regulatory orientation can affect the value of a decision outcome, depending on the manner in which a decision is made. Regulatory fit will make one feel good, and increase the value of doing—value from fit.In order to figure out the insight to buyer's black box, the studies of this dissertation include studying past research in this domain, investigating regulatory fit how to affect consumer value, consumer attitude, preference and so on. Aiming at the student samples object, the studies issued 264 questionnaires, and research instruments included Regulatory Focus Questionnaire, and Preference and Commitment Questionnaire. Factor Analysis, correlation and One-way ANOVA Univariate were used to test the effect of variables on consumer perceived value, attitude, and preference. To test the hypothesis in the theoretical framework, and to judge the corrections of the theory, and to raise new issues for future research are based on the consequences of data analysis.By conducted theoretical research and empirical analysis, consumers who are promotion or prevention regulatory focus consumers respond differently to various marketing and other stimuli. When regulatory fit appears, consumers feel better and have more positive attitudes and preference on products. In addition, the studies of this dissertation tested Regulatory Focus Questionnaire by empirical analysis in China, and figure out the difference and common ground about consumer behaviors in China and other countries.