Effect of tangibilization cues on consumer purchase intention in the social media context: Regulatory focus perspective and the moderating role of perceived trust

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 期刊論文 > Item 987654321/45480

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題名:	Effect of tangibilization cues on consumer purchase intention in the social media context: Regulatory focus perspective and the moderating role of perceived trust
作者:	Chang, KC (Chang, Kuo-Chien) Hsu, YT (Hsu, Ya-Ti) Hsu, CL (Hsu, Chia-Lin) Sung, YK (Sung, Yung-Kun)
貢獻者:	國企系
關鍵詞:	Mobile community Tangibilization cues Regulatory focus Perceived trust Purchase intention
日期:	2019-11
上傳時間:	2019-12-13 13:07:30 (UTC+8)
摘要:	This study uses the consumer decision model to establish a research framework to identify consumer purchase behaviors in the social media context. To this end, taking restaurant search as the study case, Experiment 1 aims to explore the effects of operation-based tangibilization cues (OBTCs) and marketing-based tangibilization cues (MBTCs) from mobile communities and their fit with consumers' regulatory focus on purchase behavior. The results indicate that when the tangibilization cue messages fit with people's regulatory focus, such messages enhance purchase intentions. Experiment 2 further investigates the moderating effect of different types of perceived trust (cognitive and affective trust) on the link between promotion/prevention regulatory fit and purchase intention. The results suggest that affective trust information is more effective than cognitive trust information in facilitating consumer purchase behavior under both the promotion and prevention regulatory fit conditions. Based on these findings, theoretical and managerial implications are provided.
關聯:	TELEMATICS AND INFORMATICS 卷冊: 44 文獻號碼: UNSP 101265
顯示於類別:	[企業管理學系暨國際企業管理研究所] 期刊論文

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