現代科技日新月異，發展快速，消費者對於商品的需求也越來越高，如果不創新產品便有可能遭到市場淘汰，蘋果與三星智慧型手機大戰即為此一例證。 許多高度競爭的產業，廠商往往以創新的產品希望能夠開拓新市場及打破市場限制創造更多的收益。然而在數百件、數千件的新產品中，僅有寥寥可數的產品突破重圍獲得消費者青睞。最新產品雖然能夠有效吸引大眾目光，但由於對產品的不了解，導致購買最新產品的不確定性過高，消費者失去實際購買的意願。然而其他消費者使用經驗的分享，如越來越流行的開箱文，能夠幫助消費者降低對最新產品的不了解，提升購買意願。本研究驗證當開箱文以越理性的方式撰寫，能夠降低消費者對於最新產品不了解的程度，進而提升購買意願。除此之外，本研究也驗證了過去研究所採用，對最新產品影響的要素，如: 消費者創新對最新產品購買意願有正面影響、認知產品新奇程度提升購買意願、認知產品好處對消費者意願有正向影響、高認知使用產品成本，降低消費者購買意願及產品相容性越高提升消費者購買意願。本研究也加入理性訊息處理模式本研究迴規模型，證明理性思考模式對於最新產品購買意願確實有顯著提升。

Firms which encounter sales stagnation always try to use innovative product to solve the problem, attracting new customers. However, It is very likely consumers may just be attracted by the seemingly alluring advertisement but not to follow through their intention. People are inclined to think really new product (RNP) more abstractly, it causes that they might be interested in RNPs' but other factors like cost and product compatibility impede them from buying it. For firms which release new product on market, it is important to let consumers to think more concretely and rationally about really new product. We use T-test to confirm our hypothesis that product review article written in more rational way will yields higher RNPs buying intention. Moreover, this study also proves variables such as perceived benefits, perceived newness, product compatibility and Consumer Innovativeness’s positive impacts on RNPs buying intention, and perceived costs’ negative impact. We also add cognitive information processing mode in our regression model to verify our assumption used in our first hypothesis that cognitive information processing mode has positive impact on RNPs buying intention.

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