本研究在合購雙方間不同的關係強度以及合購訊息描述方式下，探討預防焦點與促進焦點間對於合購參與意願的差異。實驗一我們在不同合購雙方間的關係強度下，比較了規範焦點對合購意願的影響。結果顯示在強連結中預防焦點個體有著較高的合購意願，反之在弱連結中擁有促進焦點合購者的參與意願則比預防焦點高。接著在實驗二中修正了付款條件 (預付 vs. 貨到付款) 及合購物的品牌知名度，成功抵銷了在實驗一中關係強度與規範焦點間顯著的交互效果。最後我們在不同語言抽象性下 (抽象 vs. 具體)，證實了當使用抽象語言來描述合購物將使得促進焦點個體的合購意願比預防焦點更高；而具體語言則讓預防焦點合購者有著較高的合購參與意願。

This research is focus on the group-buying intention of different regulatory-focused consumers when they experience different tie strength and description way of group-buying message. In study1, we compared the influence of regulatory focus on group-buying intention in different tie strength between buyer and seller. The result showed that prevention-focused individuals have more group-buying intention in strong tie, whereas promotion-focused individuals have more group-buying intention in weak tie. In study2, we modified the paying condition (pre-paid vs. post-paid) and brand awareness of group-buying goods, and offsetting the interaction of tie strength and regulatory focus in study1. Finally, we confirmed that promotion-focused individuals are more likely to joint group buying than prevention-focused individuals when group-buying message is described by abstraction language, whereas prevention-focused individuals have more group-buying intention when group-buying message is described by concrete language.

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