Use this URL to cite or link to this record in EThOS:
Title: Consumer behaviour in online shopping : understanding the role of regulatory focus
Author: Atorough, Peter
Awarding Body: Robert Gordon University
Current Institution: Robert Gordon University
Date of Award: 2013
Availability of Full Text:
Access from EThOS:
Access from Institution:
The behaviour of consumers on the Internet is increasingly a focus of marketing research. In particular, consumers’ behaviour in online shopping, from adoption motivation to post-usage behaviour, has become a major focus of research in the field of marketing, especially within consumer behaviour. Yet it has been acknowledged that while aspects such as adoption and usage motivation are now better understood, there are many questions that remain unanswered, and this warrants continued research effort. In line with the above, this research addresses an issue in online consumer behaviour that is currently under researched and which relates to the role that the consumer’s regulatory focus trait plays in their manifested behaviour in online shopping. The research argues that it is important to understand the role of regulatory focus in online shopping because this psychological trait has been shown to affect other aspects of human behaviour such as in response to advertising, dieting and sports. Drawing upon research from consumer behaviour and the wider fields of marketing and psychology, this research proposes a number of hypotheses relating the consumer’s regulatory focus to her perception of online shopping, motivation for online shopping, and actual usage behaviour in a structural manner. The resulting structural equation model is then tested using empirical data obtained from 306 Internet shoppers in the United Kingdom. The results of the research confirm that regulatory focus has an influence on consumer behaviour in online shopping by affecting their perception, motivation and usage of online shopping. The research makes a unique contribution by demonstrating that regulatory focus is a valid and robust predictor of online shopping behaviour and behavioural outcomes, a conclusion which is relevant to both marketing research and marketing practice. Finally, the research identifies and recommends areas for future studies.
Supervisor: Donaldson, Bill Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Internet shopping ; e-Commerce ; e-Business ; e-Retail ; Consumer behaviour ; Consumer psychology ; Regulatory focus ; Online shopping ; Process flow