CAJ | 학술논문

调节定向理论（Higgins,1997）超越传统享乐主义动机,区分出＂促进＂和＂预防＂两种调节性动机系统,近年已成为消费行为领域的研究热点之一。调节定向影响着消费者购物决策整个过程,受被试因素（文化背景、自我建构）、刺激因素（信息框架、解释水平、非言语线索、商品属性）和情境因素（决策时间距离、任务操纵）的影响,通过直接作用、调节关联效应和调节匹配效应三种途径决定信息的说服效果,并且受到精细加工可能性的调节。管理者应特别注意具体营销情境中的调节定向,合理利用调节匹配效应。未来研究应关注调节投入理论、调节定向的前因变量以及同网络购物情境相结合,并探索如何削弱预防定向对营销的不利影响。
조절정향이론（Higgins,1997）초월전통향악주의동궤,구분출＂촉진＂화＂예방＂량충조절성동궤계통,근년이성위소비행위영역적연구열점지일。조절정향영향착소비자구물결책정개과정,수피시인소（문화배경、자아건구）、자격인소（신식광가、해석수평、비언어선색、상품속성）화정경인소（결책시간거리、임무조종）적영향,통과직접작용、조절관련효응화조절필배효응삼충도경결정신식적설복효과,병차수도정세가공가능성적조절。관리자응특별주의구체영소정경중적조절정향,합리이용조절필배효응。미래연구응관주조절투입이론、조절정향적전인변량이급동망락구물정경상결합,병탐색여하삭약예방정향대영소적불리영향。
Beyond the hedonic principle, Regulatory Focus Theory （Higgins, 1997） distinguished two kinds of motivational systems： promotion focus and prevention focus, which became one of the hottest topics in consumer behavior research. Through direct effect, regulatory relevance and regulatory fit effect, regulatory focus （RF） influences the whole progress of consumer decision-making and the effectiveness of persuasion. RF is determined by subject factor （cultural background, self-construal）, stimulus factor （message framing, construal level, nonverbal cues, product type） and context factor, and the effectiveness of regulatory fit is moderated by elaboration likelihood. Practitioners should pay special attention to RF in marketing activities and make good use of regulatory fit effect to improve persuasion effectiveness. Future research should keep up with the advances of regulatory engagement theory, keep exploring the antecedents of RE combine RF to online shopping context, and investigate how to attenuate the impairing effect of prevention focus.