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. Contrary to extant research regarding the compatibility between message frame and consumers’ regulatory focus, using varying manipulations, Studies 2 and 3 find the primacy of prevention‐framed messages in influencing online luxury purchase intentions for promotion‐ and prevention‐focused consumers. Further, unlike prior studies, Study 4 shows no significant interaction effect between regulatory focus, goal orientation, and self‐construal and adds a possible boundary condition by demonstrating how regulatory focus and self‐construal effects differ for luxury purchase online. Overall, the studies offer important contributions to theory and practice relating to luxury consumption in cyberspace.