A Study On The Effects Of Regulatory Fit And Framing To The Consumer’s Willingness To Buy

With the development of economy and improvement of people’s current social a nd economic levels, huge change on people’s consumption concept and consumer beh avior occurred. It has been changed from a seller’s market to a buyer’s market. Consu mers are no longer purchasing goods through a single channel, and now consumers ar e able purchase goods via smart phones, computers and a variety of electronic device, consumers can choose the time and place enter the purchase link. So it’s very importa nt to study and understand the consumer needs and buying process, it is the key to ma rketing successRegulatory fit theory is based on regulatory focus theory which was from hedoni sm and decision-making motives, explaining individual consumer’s decisions making processes from both psychological and mental point of views. Regulatory focus theor y classifies regulating into two directions, promotion regulation and prevention regula tion. Where promotion regulation more focus on improves, aspirations and achieveme nts, and prevention regulation more focus on safety, needs and responsibilities. Regul atory fit theory proposed consumers in the face of different forms of information repre sentation will lead to match or mismatch of consumer wants. And the effect of adjusti ng the matching value will affect the perception of the product or service, thereby affe cting the consumer’s buying wish.Framing effect is originated from prospect theory indicate that people will make different choices when they face the same, but different forms of expression scheme. I n marketing practice, the product information will make the presentation of different c onsumers have different perceived value, purchase intention and purchase behavior. When adjusting the orientation of the individual regulatory focus interact with the info rmation statement and the regulation of matching form, can improve the persuasivene ss of information, and along with the matching effect adjustment will affect the value of the individual’s perception of a product or service, thereby affecting the consumers’ willingness to buy.This article tries to explore the inherent nature of impulsive buying behavior mec hanisms, drawing on regulatory fit theory and framing effect theory. This study used s cenario simulation experimental methods and a 2 (information framing:the promotion or prevention) x 2 (goal- focus:the promotion- focus or prevention- focus) between-s ubjects design, as well as questionnaire to collect relevant data. By SPSS19.0 statistic al software’s specific analysis for collected data, Cronbach a Reliability Analysis, Fac tor Analysis, ANOVA, MANOVA, Regression Analysis and Independent Sample T-t est are utilized to verify the assumptions of the theoretical model to explore the correc tion of theory presented in this paper.We draw the following conclusions by the analysis of experimental data:1, when consumers in a promotion focus, promotions bring described as obtained when adjust ing matching description of the type obtained when consumers have a higher propensi ty to buy.2, when the consumers in a promotion focus, promotions cannot be describe d as to reduce losses caused tempered match, then reduce the loss type description so t hat consumers produce lower propensity to buy.3, when the consumer is directed at p revention focus, access to information cannot be described as bringing regulation mat ch, then the type described so consumers get a lower propensity to buy.4, when the c onsumer is in prevention focus, promotions described as reducing losses caused tempe red match, then reduce the loss type description to enable consumers to generate highe r propensity to buy.Found through experiments, different regulator focus consumers in the face of di fferent forms of promotional information, a regulatory match the value of the individu al perception and willingness to buy more, and validated through empirical methods e ffective the Regulation Focus Scale.