The Influence Of Online Shopping Experience And Regulatory Fit On Consumers' Purchase Intention

The continuous development of Internet technology makes more and more consumer shopping through the network,in this context,research on consumer purchase intention has become a hot issue in marketing circles.Studies have shown that in the online shopping environment,customer flow experience higher level of purchase intention will be stronger.However,the existing literature on the study of the heart flow experience,start from the consumers themselves are two separate angle or site characteristics,which is obviously contrary to the actual situation of consumers shopping.Therefore,this paper introduces the concept of directional regulation,combined with the use of online shopping experience,regulation theory,through the experimental method of online shopping experience and The effect mechanism of the segment orientation matching on consumer purchase intention as well as the boundary conditions of this mechanism.This paper is mainly divided into six parts:the first part is the introduction,mainly discusses the research background,explains the significance of this study,put forward the research ideas and research methods of this study;the second part is the literature review,the author in order to adjust the orientation,online shopping experience,flow experience etc.The Research on the key the concept of system is discussed,for the research gaps,lay the foundation for further study;the third part is the theoretical framework,through adjusting the matching theory and flow theory,the research of science with On the model,and put forward some research hypotheses;the fourth part is the research hypothesis,in this part,the author describes the experimental design of this study,the experimental stimuli,discussed the scale access standards;the fifth part is the analysis of the experimental results,through a series of statistical analysis to verify the research hypothesis the previous is established;the sixth part is the conclusion of the study on the outlook,in this part,the author analyzed the experimental results,it puts forward suggestions and points out the next research direction.The possible innovation of this study is mainly reflected in two aspects,on the one hand,focus on the research perspective,the online shopping Combining experience as a research perspective to discuss the break with most of the shopping experience and consumer characteristics of the status of processing and consumer regulation of directional split,which is more close to the realistic characteristics of consumers online shopping;on the other hand,focus on theory,the existing theoretical research on regulatory focus mostly concentrated in the information framework,communication strategies etc.the regulation,orientation and online shopping experience is very rare,this is a further expansion of the research on regulatory focus theory.At the same time,there are two limitations in this study.First,on the type of regulation orientation,this study focuses on the long-term tendency,namely,the trait regulation To state that the situation on the short-term regulation of directional has not covered.Even though studies have shown that situational regulatory focus and trait regulatory orientation are consistent,but the specific experience in online shopping in the conclusion whether there is still unknown;second,research on the situation,this paper focuses on the situation of online,offline situation it is not involved.The line also relates to consumers shopping utility and enjoyment of two kinds of shopping experience,therefore,the conclusion of this study for the next line if the same situation was worthy of further study.All in all,this study based on the perspective of the study of the flow of the heart,the online shop to provide different shopping Experience(experience pleasure and utilitarian experience)and different characteristics of the individual consumer's(promotion focus and prevention focus)to match,to explore whether will the regulatory fit effect,so as to improve the flow experience degree and ultimately increase the consumer's purchase intention.At the same time,this study also considers the influence of different product categories and characteristics in this study there.The above research contents for online sellers to develop marketing strategies,the implementation of precision marketing has strong practical significance,the consumer behavior also has great academic value.