Paper Type

Complete

Paper Number

1248

Description

Psychological Safety a new construct introduced in marketing recently was shown in a recent study to have the maximum impact on the intention to purchase from the online shopping website. However, in exit interview with subjects who participated in the study, while many fully agreed with this finding, some strongly opposed the findings. As researchers we were perplexed and after literature review we theorized that individual differences among the subjects might be influencing the results. After a systematic empirical investigation, we found that shoppers’ regulatory focus moderated the impact of psychological safety on shoppers’ behavioral intention to shop online from a shopping website. This finding of this research has marketing and technical implications for online shopping business.

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Aug 9th, 12:00 AM

The moderating influence of shoppers’ regulatory focus on the impact of psychological safety on online shopping intention

Psychological Safety a new construct introduced in marketing recently was shown in a recent study to have the maximum impact on the intention to purchase from the online shopping website. However, in exit interview with subjects who participated in the study, while many fully agreed with this finding, some strongly opposed the findings. As researchers we were perplexed and after literature review we theorized that individual differences among the subjects might be influencing the results. After a systematic empirical investigation, we found that shoppers’ regulatory focus moderated the impact of psychological safety on shoppers’ behavioral intention to shop online from a shopping website. This finding of this research has marketing and technical implications for online shopping business.

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