環境及食安的疑慮使消費者對於有機食品的需求提高，隨著有機食品市場快速成長，愈來愈多研究開始探究有機食品的廣告訊息如何影響消費者的選擇。故本研究運用調節焦點理論與刺激-有機體-反應理論為基礎發展理論架構，以探討調節焦點訊息對購買意圖及線上口碑傳遞意圖所產生的影響。此外，本研究加入東方消費者行為特別在意的面子議題，以面子意識作為干擾變數。

本實驗設計針對440位社會人士進行準實驗法兼問卷方法檢驗假設。與假設一致，本研究結果顯示，相較預防型焦點訊息，促進型焦點訊息會使消費者產生較強烈的購買意圖及線上口碑傳遞意圖，且該因果關係會受到面子意識的正向干擾，意即，當消費者擁有較高的面子意識，其會產生更強烈的購買意圖及線上口碑傳遞意圖。

The concerns about environmental issues and food securities have led many to seek out organic food. This research shows the fact that the effect on regulatory focus messages toward purchase intention and eWOM transmission intentions in the context of organic advertising. The study develops a conceptual framework to outline consumers’ response to different regulatory focus messaging based on Regulatory Focus and Stimulus-Organism-Response theory. Our study conducted one experiment which involving 440 participants to test the research hypotheses.

The results are consistent with our theoretical expectations and suggest that promotion focus messages trigger consumers to have stronger intention of purchasing and transmitting eWOM compared with prevention focus messages. Moreover, face consciousness moderate the effect of regulatory focus messages on purchase intention and eWOM transmission intentions positively. That is, consumers are more willing to buy or share the information of organic food when they possess higher face consciousness. The theoretical and managerial implications of these findings are discussed, and future research directions are offered.

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