Abstract：Based on self-consistency theory, this study explores whether regulatory focus moderates the influence of product line extension types (horizontal-extended status products, upward-extended status products) on consumer purchase intentions and its potential psychological mechanisms. Through two situational experiments, the results show that: regulatory focus plays a moderating role in the influence of product line extension types on consumer purchase intentions. Specifically, consumer purchase intentions with promotion focus show no significant difference between horizontal-extended and upward-extended status products, while consumer purchase intentions with prevention focus is significantly lower for upward-extended status products than for horizontal-extended status products. In addition, self-consistency plays a mediating role in the interactive effect of product line extension types and regulatory focus on consumer purchase intentions.
何悦，莫赞，彭丹虹，万琇琪，付辉建. 产品线延伸与调节聚焦对消费者购买意愿的交互影响[J]. 管理学报, 2024, 21(11): 1669-.
HE Yue，MO Zan，PENG Danhong，WAN Xiuqi，FU Huijian. The Interactive Effect of Product Line Extension and Regulatory Focus on Consumer Purchase Intentions. Chinese Journal of Management, 2024, 21(11): 1669-.
