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It is a match! The effect of regulatory fit on new products recommendations

Junhui Zhang, M. S. Balaji, Jun Luo, Subhash Jha, Yogesh Dwivedi Orcid Logo

Psychology and Marketing

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1002/mar.22016

Abstract

Online retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click-through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory fo...

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Published in: Psychology and Marketing
ISSN: 0742-6046 1520-6793
Published: Wiley 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa66138
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first_indexed 2024-04-23T08:30:53Z
last_indexed 2024-04-23T08:30:53Z
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spelling v2 66138 2024-04-23 It is a match! The effect of regulatory fit on new products recommendations d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2024-04-23 CBAE Online retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click-through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory focus and recommendation message's regulatory orientation positively influences click-through intention of new product recommendations. In a laboratory study (Study 1), we found that regulatory fit increase consumers' click-through behaviors of new product recommendations. Study 2 replicated the findings of Study 1 in a controlled online experiment and found support for regulatory fit—click-through intentions relationship. Study 3 found that regulatory fit increases click-through intentions for new products but not for existing products. Study 4 supported the mediating role of perceived efficacy and boundary condition of consumer innovativeness in the relationship between regulatory fit and click-through intentions. This study contributes to the literature on new product adoption, regulatory focus, and product recommendation strategies. Furthermore, it helps online retailors develop effective recommendation strategies for new product recommendations. Journal Article Psychology and Marketing 0 Wiley 0742-6046 1520-6793 new products, recommendation message, recommendation systems, regulatory fit, regulatory focus 2 5 2024 2024-05-02 10.1002/mar.22016 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee 2024-05-20T14:23:00.9935877 2024-04-23T09:20:30.1484427 Faculty of Humanities and Social Sciences School of Management - Business Management Junhui Zhang 1 M. S. Balaji 2 Jun Luo 3 Subhash Jha 4 Yogesh Dwivedi 0000-0002-5547-9990 5 66138__30405__0e4df78f5a3d4a63be633ddcced388c0.pdf 66138.VoR.pdf 2024-05-20T14:19:31.8471084 Output 792005 application/pdf Version of Record true © 2024 The Authors. This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial‐NoDerivs License. true eng http://creativecommons.org/licenses/by-nc-nd/4.0/
title It is a match! The effect of regulatory fit on new products recommendations
spellingShingle It is a match! The effect of regulatory fit on new products recommendations
Yogesh Dwivedi
title_short It is a match! The effect of regulatory fit on new products recommendations
title_full It is a match! The effect of regulatory fit on new products recommendations
title_fullStr It is a match! The effect of regulatory fit on new products recommendations
title_full_unstemmed It is a match! The effect of regulatory fit on new products recommendations
title_sort It is a match! The effect of regulatory fit on new products recommendations
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Junhui Zhang
M. S. Balaji
Jun Luo
Subhash Jha
Yogesh Dwivedi
format Journal article
container_title Psychology and Marketing
container_volume 0
publishDate 2024
institution Swansea University
issn 0742-6046
1520-6793
doi_str_mv 10.1002/mar.22016
publisher Wiley
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description Online retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click-through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory focus and recommendation message's regulatory orientation positively influences click-through intention of new product recommendations. In a laboratory study (Study 1), we found that regulatory fit increase consumers' click-through behaviors of new product recommendations. Study 2 replicated the findings of Study 1 in a controlled online experiment and found support for regulatory fit—click-through intentions relationship. Study 3 found that regulatory fit increases click-through intentions for new products but not for existing products. Study 4 supported the mediating role of perceived efficacy and boundary condition of consumer innovativeness in the relationship between regulatory fit and click-through intentions. This study contributes to the literature on new product adoption, regulatory focus, and product recommendation strategies. Furthermore, it helps online retailors develop effective recommendation strategies for new product recommendations.
published_date 2024-05-02T14:22:59Z
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score 11.017797

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