The Effect Of Regulatory Fit On Consumers' Repeat-purchasing Motivation

This research includes two parts.Taking Lin Hui Yun's study as a main prototype, the first part revises the,which was established by Higgins et al.In the first part, this study taks the Chinese university students as subjects to discuss the method of mensurating the type of regulatory focus based on traits, and provides tools for the further research. This reseach changes the expression of the RFQ on the great degree, and the structure of the revisionary questionnaire is consistent with the RFQ established by Higgins et al.,but the conclusion is different with Lin Hui Yun's, so we revise the questionnaire revised by Lin Hui Yun.According to the theory of the Regulatory Fit, the second part includes two experiments.The first experiment uses the revisionary questionnaire coming from the first part and two scene-questionnaires which send the same information with different result valence. It simulates the purchase behavior to milk in the real life to research the effect of regulatory fit to repurchase motive by the means of self-report. Taking the initial purchase motive as the covariance, this research discusses the difference in the repurchase motive between the fit group and the not-fit group.This findings have certain discrepancy from Higgins et al.In the second experiment, we design four scene-questionnaires which send the same information by different combination with the type of regulatory focus and result valence. In the four questionnaires, the fit group includes the promotive-positive frame and the defensive-negative frame, the not-fit group includes the promotive-negative frame and the defensive-positive frame. The result demonstrates that the repurchase motive of the fit subject is higher than the not-fit subject, which is consistent with the theory of the Regulatory Fit established by Higgins et al.In the entire research, we revises the RFQ in the first part, and the revisionary questionnaire has higher reliability and validity. In the second part, the result from the first experiment is different from the literatures existent. However, the result from the second experiment is consistent with the literatures existent. The experiments results of the research support the theory of Regulatory Fit. Moreover, this research simulates the real purchase behavior, which could not only enrich the study of regulatory fit theoretically but also develop the application domain of this theory. Future research should involve the repurchase behavior to other consumables (for example,valuables), so that we could understand consumers' repurchase behavior profoundly. At the same time, future research should pay more attention to the regulatory fit based on different scenes, so that this theory may obtain a better application in the marketing practice。...