The Influence of Regulatory Focus on Decision of Purchasing Radical Innovation
Kun Chen · Journal of Management Sciences · 2009
As the Chinese firms are implementing the endogenous innovation strategy,radical innovation and its induced standard competition have become two major factors which impose great influence on Chinese firms' competence.The paper presents that different regulatory focus consumers with different regulatory focus may make different purchase decision considering radical innovation and standard battle.Therefore we justify regulatory focus questionnaire and divide consumers into promotion and prevention focus groups.And then under the circumstance of standard competition and standard union we test the radical innovation purchase decision difference on the decision of purchasing radical innovation between these two groups consumers have under the circumstance of standard battle and standard union.The empirical results of this paper indicate that regulatory focus has a major influence on consumers' decision on purchasing radical innovation purchase decision and standard competition imposes substantial moderating effect upon this influence process.The research conclusion of this paper will provide Chinese corporations with appropriate marketing communication strategy to win the standard competition.