Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process
Bibliographic record
Abstract
Drawing on regulatory focus and regulatory fit theories, this study illustrates that, through the mechanism of engagement, promotion-focused (prevention-focused) shoppers who are faced with a website offering a more hedonic (utilitarian) shopping experience are more likely to both have a favorable attitude towards it and a higher intention to make a purchase. Moreover, by extending the goal compatibility principle to the online shopping context, this study shows that shoppers experiencing fit are able to sustain their regulatory orientation in subsequent decisions, resulting in a preference for products that emphasize the same regulatory goal. This study will help e-retailers increase sales by clarifying why, when, and to what extent they should offer hedonic versus utilitarian shopping experiences. In doing so, this study documents a new source of regulatory fit: a match between the hedonic or utilitarian online shopping experience and a shopper's promotion versus prevention regulatory orientation.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.011 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.000 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.004 | 0.002 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.002 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".