The Influence of Regulatory Fit on Consumer Preference and Purchase Intention: Focusing on Colors and Product Features
碩士 === 中國文化大學 === 國際企業管理學系 === 106 === This study aims at investigating how the different regulatory foci (i.e. promotion focus of vs. prevention focus) influence product preferences and purchase intentions when they receive different colors (warm color vs. cool color) and product features (hedonic...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/8cn5k5 |