The relationship between regulatory focus and online shopping: perceived risk, affect, and consumers' response to online marketing.
(2012)
Journal Article
ATOROUGH, P. and DONALDSON, B. 2012. The relationship between regulatory focus and online shopping: perceived risk, affect, and consumers' response to online marketing. International journal of internet marketing and advertising [online], 7(4), pages 333-358. Available from: https://doi.org/10.1504/IJIMA.2012.051615
Regulatory focus theory (RTF) has demonstrated that individuals can be distinguished on the basis of two independent structures of strategic inclination and orientation in the pursuit of goals: promotion focus - which emphasises the presence of posit... Read More about The relationship between regulatory focus and online shopping: perceived risk, affect, and consumers' response to online marketing..