過去研究說明了，若有一個外在設立的目標消費量和達成之後可以獲得的獎勵，將會影響消費者再次購買的決定。但是，這些文章都是探討消費者已經接受方案之後的購買意願。本研究首先要探討的議題，就是要瞭解設定固定消費量和獎勵，是否真的可以促進人們一開始對於促銷產品的購買意願。以及在開始參與方案之後，個人之間的心理差異，是否會影響他們對於廠商提供的累計方案(Loyalty Program；Reward Program)的整體評估，和對於廠商使用不同集點方式時的認知。
本文中，將以三個實驗來驗證我們的假說。首先，累計方案的確會在一開始促進人們對於產品的購買意願。接著我們會檢驗不同規範焦點的人們在評估累計方案時，會有不一樣的方向。再來則是找出兩種規範焦點的人們對於累計方案有不同評價時，心理層面所運作的機制。最後就是以不同集點方式，來觀察兩種規範焦點人們如何呈現出不同的態度。
本研究發現的結果，拓展了規範焦點和目標傾斜理論的研究，並且提供一些後續研究的建議和管理上的意涵。

In the prior studies show that if there is a external goal consumption quantity and a reward that will obtain when one done the require consumption quantity, will affect the decision of repurchase. But, these articles all discuss about that consumer have already accepted the program. The subject that this research wants to discuss first is to figure out that external consumption quantity and reward, whether indeed enhance the purchase intention in the begging. As well as after starting participate in the program, the individual psychological difference and the different collection way will affect the loyalty programs provided by the manufacture.
In this article, we will confirm our hypothesis by three experiments. First, the loyalty program will enhance the purchase intention in the begging. Then we will examine the different regulatory focus will evaluate the loyalty program in different ways. Then we want to find the underlying psychology system that makes this difference. Finally, by the different collection way, how these two kinds of regulatory focus people to present the different manner.
This research discovery's result, has developed the regulatory focus and the goal-gradient theory, and provides some following research in the suggestion and the managerial implication.

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