消費者面對不同的產品型態，會表現出不同的消費行為模式。第一種類型消費者在面對一般的產品像是巧克力或是皮膚的保濕乳液，常常會出現不同的品牌偏好。比如說喜歡嘗試新鮮事物的消費者，在購買一般商品的時候，並不會特別注重品牌或是有品牌偏好。他們喜歡新奇好玩的東西和產品的功能，而不需要大品牌來對產品的保證。但有時候，當他們購買護膚保養品時，卻又很重視產品的品牌。這種矛盾的現象常常發生，似乎是一種常態。反之，第二種保守型的消費者在購物時，會購買大品牌的商品以確保產品的品質和安全。但這另一類的消費者在購買保健食品時，卻不會刻意購買知名品牌的產品。這種矛盾的現象和上述第一種類型的消費者品牌型態剛好相反。這第一種和第二種型態的消費者有不同的購物行為，但同樣的面對特定類型的商品，卻剛好反轉他們的購物型態，及品牌偏好。這種模式似乎是互相對應著。

本研究根據Regulatory fit theory的理論架構，再深入的探討當不同形式的消費者，面對不同類別的產品，他們購決策的行為 (像是品牌偏好或是購買決策)是否會跟著改變，是否有跡可循。根據Regulatory fit theory的理論架構，學者的模型建立在一般的產品上，但面對一些醫藥生技產品，這些消費者資訊明顯不足而且高度風險的商品，是否還會如學者模型所假設的情況相同。本研究著重在消費者面對品牌的態度和消費者行為的改變這兩者間的關連。最後，這些發現也是否可以應用在商業模式上，或與現今的產業行銷模式是否契合，是否可以歸納出一些結論或模式可以做為參考。最後本研究發現promotion型的消費者在面對不同形式的產品時會改變他們的消費購買行為，而prevention型的消費者在面對不同型式的產品仍然是相同的消費者購買行為，只是購買決策的行為更加深，以至於品牌的保障仍不夠使他們成為購買動機的第一考量。

A consumer faced different types of products will present different purchase behaviors. The first type of promotion consumers faced common products such chocolate and cosmetic skin lotion, will present counter brand preference. For example, consumers who like to try fresh and interesting things, when they buy common products, they don’t focus on brand or have brand preference. These consumers like interesting things and products’ function rather than brand. But sometimes, when they buy cosmetic skin lotion, they indeed emphasized and want to buy well-know brand products. The contradictory condition often present on these consumers. In other hands, the second prevention consumers when they buy products, they will buy well-know brand in order to check products’ quality and security. But when these prevention consumers buy health foods, they can’t buy well-know brand products. This contradictory condition purchase behavior is reverse to the promotion consumers. The first and second types of consumers with different purchase behaviors, and they faced particular risk products will reverse their purchase behavior and brand preference. These conditions seem to have some connection.

This research according to “Regulatory fit Theory” framework and further investigated when two types purchase behaviors consumers faced different kinds of products whether they changed their purchase behavior (e.g., brand preference or purchase decision), and to find the connections. According to “Regulatory fit Theory” framework, scholars’ model establish on common products. When consumers faced medical technique products, they don’t have enough information on products and the products with high risk, whether consumers purchase behaviors still following “Regulatory fit Theory” framework. This research focus on consumers’ attitude between product brands and purchase behaviors connections. If these findings can use on business, and fit market model. In the end, this research had find that promotion-focused consumer faced different types of product would change their purchase behaviors, and prevention-focused consumers faced different types of products still present the same purchase behaviors, just became more prevention attitudes that brands didn’t give them confidence enough in their purchase decision.

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