| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 105 === Personality trait is one of the crucial factors in decision making process. According to the regulatory focus theory, personality trait can be divided into promotion focus and prevention focus. The former one is more concerned about the positive outcomes, willing to try to obtain more; while the latter one is cautious, puts more concern on negative outcomes, and avoid loss and mistakes(Higgins, Roney, Crowe, &Hymes, 1994). Previous studies have found that the regulatory focus can be induced by manipulation of situation.
This study aims at the price framing of the group meal, probing into the impact of self-regulatory focus on their purchase intention between product upgrading and additional product purchasing.
This study used SAS statistic software to analyze the data, comprised of 205 questionnaires. Finally, the result revealed the following:
Price framing has a significant impact on inducing regulatory focus. It is liable to induce consumer’s promotion focus while they are confronted with per-person price framing. On the contrary, it is liable to induce consumer’s prevention focus in group price framing.
Price framing has a significant impact on purchase intention of product upgrade. In per-person price framing, consumers are more willing to upgrade their products. Besides, when the additional product is distributed individually, there is no difference on purchase intention between different price framing.
Keywords: Regulatory focus, Price framing , Purchase intention , Product upgrade
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