隨著天災頻傳，人們開始重視環保議題，再加上智慧型手機與平板電腦的使用越來越普及，本研究以電子書APP做為我們欲研究的產品。電子書不但具有
減少樹木砍伐的優點，它人性化與多媒體互動的設計、減少空間與重量的特性，
我們相信，以電子書APP取代實體書的使用具有未來趨勢。
電子書APP對於大部分的人來說，是種新的科技產品。近幾年，研究者大多以「科技接受模型｣來評估消費者對於新科技產品的購買意願。當消費者在從未體驗過產品的情況下，要從企業所提供的不完全訊息中決定是否要購買，對於企業的信任感，在此時就是很重要的關鍵。有些研究顯示，「信任｣會影響到消費者對於產品的認知與購買意願，在實驗ㄧ中，我們證實了這個關係。但是，除了消費者對於產品的認知和企業的信心之外，本身的性格也可能影響是否會購買產品的意願。因此，我們在研究中加入了「調節焦點｣，將消費者區分為兩種性格群，並且在研究一中，證實了「調節焦點｣會影響到對於企業的信任和產品的認知；同時，也證明出「促進型焦點｣的人比「預防型焦點｣的人更可能購買新產品，對於企業的信任感以及對產品都有較高的評價。
在實驗二中，我們利用實驗一所得到的結論以及調節焦點的適配理論來操弄廣告訊息，希望透過企業慈善形象的描述，提升消費者對於企業的信任度，進而改變對產品的認知和購買意願。我們將廣告訊息分為「獲得｣與「避免失去｣兩種情境；實驗二的結果證實，透過企業慈善形象的操弄，在「避免失去｣的廣告訊息描述下，「預防型焦點｣的人的購買意願顯著大於「促進型焦點｣的人。

There are more and more people using smart phone or mobile devices. We choose e-book application as our new technology product because it is not so famous to be accepted in Taiwan and people pay much attention to environmental consciousness and have a tendency to use environment-friendly product in nowadays. The e-book application possesses the character of human nature design, convenience and getting rid of felling trees to produce paper. As a result, we think that it’s a trend to use e-book app in place of real book in the future.
It’s well known to use unified theory of acceptance and use of technology (UTAUT) model to measure the usage intention of new technology product. And some research showed that trust will affect UTAUT and Behavioral intention (BI) (we proved it in study 1). We added Regulatory focus theory (RF) to our research because it’s an important determinant for consumers to decide to purchase or not and it’s possible to use “regulatory fit” to influence consumers cognitions on product. In study 1, we found that RF will affect trust and UTAUT, and promotion focused people are higher than prevention focused people on every items we measured in study1.
Thus, we try to higher the value of BI on prevention focused people by Regulatory focus fit theory to manipulate the gain and non-loss benevolence advertisement description situations for achieving the effect of cause-relation marketing strategy, it is in order to raise the level of trust and see whether the UTAUT and BI will be changed. In study 2, we found that we can use the benevolence image to enhance consumers trust (especially on benevolence trust) and then change their evaluations on UTAUT, furthermore, the behavioral intention to buy the new technology product was getting higher; this worked better on prevention focused people in the non-loss situation.

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