Digital buying behavior: The role of regulatory fit and self‐construal in online luxury goods purchase intentions

Drawing on regulatory focus theory, this study examines how consumers’ promotion and prevention focus influences luxury purchase intentions in an online domain. The research further investigates the interactive effects of regulatory focus, goal orientation, and self‐construal through four studies. Study 1 shows that promotion‐focused versus prevention‐focused consumers have a greater tendency to purchase luxury goods online and in‐store....