The impact of regulatory focus on consumers'exploratory purchasing behavior—An analysis based on the moderating effect of participants'gender
Participants of the 2022 Xiamen Marathon were selected as the research subjects.The questionnaire survey method was used to collect data.Scales of general regulatory focus and exploratory purchasing behavior were constructed to empirically analyze the impact of regulatory focus on consumers'exploratory purchasing behavior and the moderating effect of participants'gender.The study found that both the promotion focus and prevention focus have a significant positive impact on consumers'exploratory purchasing behavior.Participants'gender has a significant moderating effect on the impact of promotion focus and prevention focus on consumers'exploratory purchasing behavior.Accordingly,the management system,marketing strategies and product decision-making should be further optimized to stimulate consumers'exploratory purchasing behavior and promote the development of participatory events.