【摘要】 基于自我一致性理论，探究调节聚焦是否调节产品线延伸类型(水平延伸地位产品、向上延伸地位产品)对消费者购买意愿的影响及其潜在的心理机制。通过2个情境实验，研究发现：调节聚焦在产品线延伸类型对消费者购买意愿的影响中起调节作用，具体来说，促进聚焦消费者对水平延伸地位产品和向上延伸地位产品的购买意愿无显著差异，防御聚焦消费者对向上延伸地位产品的购买意愿显著低于水平延伸地位产品；此外，自我一致性在产品线延伸类型和调节聚焦对消费者购买意愿的交互影响中起中介作用。更多还原

【Abstract】 Based on self-consistency theory, this study explores whether regulatory focus moderates the influence of product line extension types(horizontal-extended status products, upward-extended status products) on consumer purchase intentions and its potential psychological mechanisms. Through two situational experiments, the results show that: regulatory focus plays a moderating role in the influence of product line extension types on consumer purchase intentions. Specifically, consumer purchase intentions with promotion focus show no significant difference between horizontal-extended and upward-extended status products, while consumer purchase intentions with prevention focus is significantly lower for upward-extended status products than for horizontal-extended status products. In addition, self-consistency plays a mediating role in the interactive effect of product line extension types and regulatory focus on consumer purchase intentions.更多还原