| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === This research aimed to explore how people with different regulatory focus influence their purchase intention toward innovation products. Previous studies have found that a product with increased attribute can improve consumers’ product evaluation and sales volume. However, this phenomenon may only suit for people with prevention focus, for people with promotion focus it may no longer exist. Our study found that the product with novel attribute not only brought us convenience, but also with its uncertainty. Promotion-focused people are more adventurous and willing to try new things, so their purchase intention on novel attribute products will be higher than products without novel attribute. In contrast, prevention-focused people are more conservative and calm, so their purchase intention on products without novel attribute will be higher than novel attribute products (study 1). And we rule out the possibility that the number of attributes will influence our results (study 2). However, when showing products with novel attribute, product benefits will mediate one’s regulatory focus on purchase intention of the products. When showing products without novel attribute, this effect will not exist anymore (study 3). We found that regulatory-focused consumers will give different product evaluation to the product with novel attribute are due to the different goal orientation emphasizing on different parts (study 4).
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