透過理論探討與六個實驗，本研究試圖指出：在進入商店購買高涉入產品以前，消費者會形成實用性或者歡樂性的消費態度，這個因為高涉入的購買過程而形成的消費態度，會影響消費者後續的消費行為與結果。以往的研究通常將U/H態度視為一種產品或者是品牌的態度，不同於此的，本研究提出U/H消費態度這個概念。經由本研究的實驗證明並發現，U/H消費態度形成在高涉入購買過程的前端，卻影響了最終的消費行為與結果。此即，在高涉入購買過程中，當消費者形成了偏實用性的消費態度，那麼價格會是他的主要考量，價格優惠會使得他的購買意願提升。而如果消費者在高涉入的購買過程中形成了偏歡樂性的消費態度，信任會轉而成為他的主要購買依據，此時的價格優惠並不會提高他的購買意願。本研究的成果擴充了U/H態度研究的理論與應用範圍，在實務上也可以幫助第一線行銷人員更了解消費者，進而達到最佳銷售效果。

Through theoretical inference and six experiments, this study attempts to illustrate and prove that, when entering a store for the purchase of a high involvement product, consumers are influenced in their purchase decision making process by the utilitarian and hedonic consumption attitudes cultivated. In contrast to previous studies that regarded U/H attitude as a product/brand attitude, we proposed the concept of a U/H consumption attitude. Formed near the beginning of a purchase process because of high involvement, such consumption attitudes have different implications for the ensuing purchase behavior. With no marked difference between the available product choices, when the consumption attitude is primarily more utilitarian, price would be the key consideration to consumers, with price-off affecting their purchase intent significantly; however, when the consumption attitude is primarily more hedonic, trust would be a relatively more important factor, with price-off no longer affecting consumers' purchase intent significantly. The conclusions of our study should help to expand the theory and application of U/H attitude research, with the practical application of providing salespersons with a basis for serving customers and achieving the optimal result in persuasive efficacy in the in-store selling of high involvement products.

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