| Summary: | 碩士 === 中國文化大學 === 行銷碩士學位學程碩士班 === 106 === This study aims to explore the impacts of different types of goods in the online shopping environment and the regulatory fit that can be made by the statement of different commodities on the consumers’ attitudes towards brands and products, and their purchase intention. In this study, the laboratory experiment was used to manipulate the price and statement of products, and to measure the quality and use of different product types and the stated attributes. There were 120 participants engaged in the experiment. The results showed that when consumers select and experience a product in the online environment, they tend to be conservative and more receptive to the product statement of prevention focus because they cannot know the quality of the commodity in advance, whether the product itself is hedonic or utilitarian. When consumers are choosing or searching for a product, they are able to obtain sufficient information on the quality of the commodity in the online environment. Therefore, they do not tend to be conservative and can be attracted to and focus solely on the products statement of promotion, and the effect is the same whether the product is hedonic or utilitarian. The results of this study can be the reference for online shopping editors and marketing personnel when adopting different strategies in the statement for different products to attract consumers’ attention and their purchase intension.
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