As an important behavioral trait in consumer psychology, regulatory focus (RF) has been proven to describe and predict human behavior in numerous situations as it demonstrates that individuals can be distinguished according to two independent structures of strategic inclination and orientation in the pursuit of goals: promotion focus and prevention focus. However, to date no research has explicitly considered the potential link between RF and perceived risk in the various dimensions of online shopping (OS). This paper aims to fill this gap. By developing an RF model of online consumer shopping behavior (REFCOS) covering motives, behaviors, and continuance-evaluation and empirically testing a number of hypotheses, we find how consumers with different foci use the Internet. Our findings provide confirmatory evidence for emerging literature that RF is a powerful predictor of behavior in OS
