The Impact of Chinese Customer's State and Trait Regulatory Focus on Customer Engagement Behaviors

This research used two studies to explore the relationships between customer engagement behaviors and customer's state and trait regulatory focus, respectively. In total, the results showed that customer engagement behaviors (complaint and recommendation) were different in customers with different state and trait regulatory focuses.


Xinxin Chen, Hongyan Yu, Aiqiang Fang, and Weijian Zeng (2015) ,"The Impact of Chinese Customer's State and Trait Regulatory Focus on Customer Engagement Behaviors", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 29-31.


Xinxin Chen, Sun Yat-Sen University, China
Hongyan Yu, Sun Yat-Sen University, China
Aiqiang Fang, Sun Yat-Sen University, China
Weijian Zeng, Sun Yat-Sen University, China


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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