Purpose

Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets.

Design/methodology/approach

A total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition.

Findings

Authors’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory.

Originality/value

The present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy.

中文翻译：

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广告宣传如何影响体育消费者对羽毛球拍的购买意愿？监管配合的作用

目的

监管焦点理论表明，监管契合度会影响个人的决策。然而，关于监管配合对体育消费者购买意愿的影响却知之甚少。因此，作者将监管契合的概念扩展到体育领域，以了解广告声明如何影响业余羽毛球运动员对羽毛球拍的购买意愿。

设计/方法论/途径

共有200名业余羽毛球运动员参与了这项研究。这些参与者被随机分配到促销主要广告声明或预防主要广告声明条件。

发现

作者的研究结果表明，体育背景下的个人监管焦点与广告宣传之间的体验契合会引发更高的购买意愿。这一发现符合基于监管焦点理论的预期。

原创性/价值

本研究扩展并加强了对体育背景下个人监管重点的了解，从而向营销人员展示了如何与目标客户沟通，以使用监管契合策略精确销售体育产品。