TITLE:
The Effects of Product Innovation Locus on Consumers Adoption of New Products—Based on Regulatory Focus and Information Processing Fluency
AUTHORS:
Yong Zhang, Peipei Tang
KEYWORDS:
Innovation Locus of Products, Regulatory Focus, Information-Processing Fluency, Purchase Attention
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.7 No.3,
March
29,
2017
ABSTRACT: With increasingly fierce market competition, enterprise’s products are
also constantly upgrading in order to get the favor of consumers. However,
different enterprises have different innovative products’ design ways. Some
companies apply innovative technology in the products’ built-in system, while other
enterprises will make innovative technology as plug-in peripheral products. Then,
will the different locus of products eventually affect consumers purchasing
behavior? What is the influence mechanism? This study researches on that product
innovation locus matching with regulatory focus of consumers can affect the final
purchase intention and explore the mediator role of information processing
fluency. The conclusion of study is that product innovation locus matching with
regulatory focus of consumers will influence purchase intention, and information
processing fluency plays a partial mediator role.