The Effect Of Information Framework And Regulatory Focus On Multiple-channel Retailer’s Brand Equity

Along with the quick development of internet, e-commerce also has had a mushroom development in China. There is a huge market with great potential and wide prospect for e-commerce. The model of combination of offline and online gradually becomes the trend of the global retailing. Many retailers of different business pattern have started to do online retailing beyond the offline. However, comparing with the offline retailing which has developed so many years, the performance of online retailing never matched expectations. The goal of multiple-channel retailing is to win more customers to select the multiple-channel retailing brand when he or she is going to go shopping. So, improving the sense of multiple-channel retailing brand is the key to accomplish the goal of multiple channels.Review is the platform for enjoying and getting information. So, reviews provide a new angle to improve multiple-channel retailers’ brand equity. At the same time, considering the individual difference, in other words, different individual usually takes different ways to dealing with information, the author tried to research the influence of the match between information framework and regulatory focus over the multiple-channel retailers.The research adopted document analysis, experimentation and so on. Experimentation is the main method, and the author designed two experimentations. The first experimentation,2(information framework) X2(regulatory focus) design in the testers, was to explore the influence of the match over the multiple-channel retailers. The second experimentation,2(information framework) X2(regulatory focus) X2(commented subject) design in the testers, was to explore the relationship between the trust to online store and the trust to offline store, the intermediary of trust, beside the further test of the result of first experimentation.It found out in the first experimentation that promotion focus (prevention focus)match with the prefit framework and comparing with the mismatch the match improve the subjects’ sense of retailer’s brand equity. The results of the second experimentation not only proved the conclusion from the first experimentation, but also found that online trust and offline trust are mutually improved, in other words, there was transfer between online trust and offline trust. At the same time, store trust is the intervening variable in the relation of brand equity and regulatory fit. But the subjects’sense of retailer’s brand equity not conspicuously effected the relation between regulatory fit and brand equity.Finally, the essay put forward some suggestions for multiple-channel retailers to do online business well and get a better performance.The innovation of this essay is to research the sense of multiple-channel retailer’s brand equity from the point of reviews combined with regulatory focus. It helps multiple-channel retailer to subdivide market and adopt different strategies based on different segmentation market.