本研究探討不同規範焦點的人對於創新產品的購買意願。過去研究發現，增加屬性能夠改善消費者對於產品的評價、銷售狀況。然而，此現象可能只適用於促進焦點的人來說，對預防焦點的人來說可能就不必然。本研究發現新奇屬性的產品，不僅帶給我們便利性，也隱含了不確定性。促進焦點的人對事物較勇於嘗試，對於具新奇屬性產品的購買意願會較未具新奇屬性高；而預防焦點的人對事物較保守沉穩，對於未具新奇產品的購買意願會較具新奇屬性高(實驗一)。該結果並非屬性個數的差異所造成的影響(實驗二)。然而，我們發現在新奇屬性條件下，消費者給予產品的價值評估會中介規範焦點對於該產品的購買意願；而在未具新奇屬性則無此現象(實驗三)。不同規範焦點的人給予具新奇屬性產品不同的評價，是由於不同目標導向的人所重視的地方有所差異(實驗四)。

This research aimed to explore how people with different regulatory focus influence their purchase intention toward innovation products. Previous studies have found that a product with increased attribute can improve consumers’ product evaluation and sales volume. However, this phenomenon may only suit for people with prevention focus, for people with promotion focus it may no longer exist. Our study found that the product with novel attribute not only brought us convenience, but also with its uncertainty. Promotion-focused people are more adventurous and willing to try new things, so their purchase intention on novel attribute products will be higher than products without novel attribute. In contrast, prevention-focused people are more conservative and calm, so their purchase intention on products without novel attribute will be higher than novel attribute products (study 1). And we rule out the possibility that the number of attributes will influence our results (study 2). However, when showing products with novel attribute, product benefits will mediate one’s regulatory focus on purchase intention of the products. When showing products without novel attribute, this effect will not exist anymore (study 3). We found that regulatory-focused consumers will give different product evaluation to the product with novel attribute are due to the different goal orientation emphasizing on different parts (study 4).

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