科技快速發展帶動了生活的便利性，現今的消費者不僅能在實體商店購物，也能透過3C產品連線上網購物，因此，對各大店家及企業主來說，如何在競爭激烈的市場中吸引消費者的目光並讓他們付出實際行動對就變成了一項重要的課題，而「限時行銷術」則是經常被採用的手法之一，為了窺探出如何將限時行銷術運用得宜以便殺出重圍，本研究一藉由時間壓力有無之情境操弄，探討不同調節焦點類型的消費者對於高低產品涉入度之商品優惠活動的購買意願是否有顯著差異，接著，研究二進一步探究不同調節焦點類型的消費者處於有時間壓力情況下購買不同產品涉入度之商品後引發之購後認知失調對其購後後悔之影響，藉此，找出可能導致消費者產生購後負面情緒的影響因素為何，才有機會降低其購後後悔並提升再購意願。
研究一的結果顯示促進焦點類型的消費者在有時間壓力及無時間壓力之兩情境下，對低產品涉入商品之購買意願有顯著差異，且有時間壓力的情況下之購賣意願較高，然而該類型的人對高產品涉入商品之購買意願則無顯著差異，此外，預防焦點類型的消費者無論是對低或高產品涉入商品，在兩情境下之購買意願均無差異。而從研究二的結果可以發現不同人、物、情境搭配出來的組合，其購後認知失調對其購後後悔之影響有所不同，其中，有兩項有趣的發現是，當促進焦點類型的消費者購買低產品涉入度商品時，購後後悔不會受交易疑慮失調所影響，但當購買高產品涉入度商品時，購後後悔便會受其影響；當預防焦點類型的消費者購買低涉入產品時，購後後悔會受選購智慧失調影響，但當購買高涉入產品時，購後後悔便不會受其影響。

The rapid development of science and technology has brought convenience to life. Consumers nowadays can not only shop in physical stores, but also shop online through 3C products. Therefore, for shopkeepers and business owners, how to attract consumers' attention and make them take practical actions in a highly competitive market has become an important issue, and "limited-time marketing strategy" is one of the methods they often use. Study 1 used the situational manipulation of the presence or absence of time pressure to find out whether consumers with different regulatory focus have significant differences in their purchase intentions for the high and low involvement product. Then, study 2 further explored the effect of post-purchase cognitive dissonance on post-purchase regret of consumers with different regulatory focus after they purchased commodities of different product involvement. In this way, it can help shopkeepers and business owners find out the factors that may lead to consumers' negative post-purchase emotions, reduce their post-purchase regret and increase their willingness to repurchase.
The results of study 1 showed that the promotion-focused consumers had significant differences in their purchase intentions for low involvement product under time pressure and without time pressure. When they were under time pressure, their purchase intention was higher. Nevertheless, they did not have significant differences in their purchase intentions for high involvement product under time pressure and without time pressure. In addition, the prevention-focused consumers did not have significant differences in their purchase intentions for either low or high involvement product under time pressure and without time pressure. Furthermore, the results of study 2 showed that the post-purchase cognitive dissonance had different effects on post-purchase regret for different types of regulatory focus consumers who bought the low or high involvement product. There were two interesting findings in those results. Firstly, after the promotion-focused consumers bought the low involvement product, their post-purchase regret was not affected by the concern of deal; however, after they bought the high involvement product, their post-purchase regret was affected by it. Secondly, after the prevention-focused consumers bought the low involvement product, their post-purchase regret was affected by the wisdom of purchase; however, after they bought the high involvement product, their post-purchase regret was not affected by it.

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