In mobile commerce, the elderly have become a consumer group that cannot be ignored. Based on the framing effect theory, our paper mainly investigates the impacts of regulatory focus and reinforcement on the purchase intention of elderly mobile app consumers. The results of our empirical analysis show that the influence of the promotion framing on the perceived value and expected regret of the elderly consumers is regulated by the reinforcement and the regulatory focus. Specifically, for promotion focus elderly consumers, profit-increase promotions generally bring higher anticipated regret than loss-reduction promotions, while for prevention focus elderly consumers, loss-reduction promotions generally bring higher anticipated regret than profit-increase promotions. Our results also demonstrate that perceived value and expected regret play a mediating role in mobile apps’ use of the promotion framing to influence consumers’ purchase intention.

在移动商务中，老年人已成为不可忽视的消费群体。基于成帧效应理论，本文主要研究监管重点和强化措施对老年移动应用程序消费者购买意愿的影响。我们的实证分析结果表明，促销框架对老年人的感知价值和预期后悔的影响受增强和监管重点的调节。具体地，对于关注重点的老年消费者，增利促销通常带来比减少损失促销更高的预期遗憾，而对于预防关注的老年消费者，减损促销通常带来比利润增加促销更高的预期遗憾。