Regulatory Focus Theory, Trust, and Privacy Concern
研究用调节焦点理论整合信任与隐私担忧两种路径，发现信任中介公平感知对促进型行为的影响，隐私担忧中介公平感知对预防型行为的影响，基于两项不同情境的实验。
Relationship marketing typically requires organizations to continually collect customer information. Two distinct approaches coexist to encourage customers to disclose information: reducing privacy concern and building trust, which in the past have been examined in isolation. In the present study, regulatory focus theory is used to integrate both approaches and examine their distinct response behaviors concurrently. The findings are robust across two studies with different methods and contexts. As suggested in the proposed model, trust and privacy concern are the two central mediating variables with differentiated effects on promotion and prevention-focused behaviors. Specifically, trust mediates fairness perceptions on promotion-focused behaviors (i.e., relational behavior, relationship investment, and repatronage intentions), whereas privacy concern mediates fairness perceptions on prevention-focused behaviors (i.e., defensive, deflective, and disruptive behaviors). Implications for theory and practice are discussed.