本研究目的在於探討消費者在線上購物環境之中不同的商品的類型以及不同的商品陳述所能達到的調節是配效果對於消費者的品牌態度、產品態度、以及購買意圖之影響。本研究採用實驗室實驗法，並操弄商品的品牌以及價格以及產品的陳述屬性，並衡量不同產品類型及陳述屬性的適配性。本研究共有120名受試者參與實驗，研究結果顯示，當消費者在先上環境選購經驗型商品時會因為無法在事前得知商品的品質而趨向保守並較能接受預防焦點型適的商品陳述，不論商品本身是屬於享樂品還是功利品。當消費者在選購搜尋型商品時則因為在線上環境即可獲取足夠的資訊進行商品質量的判斷，因此並不會趨向保守並且較能受到促進焦點型的商品陳述吸引，且不論商品是屬於享樂品或是功利品都具有相同的效果。本研究的結果可以提供線上購物的編輯和行銷人員作為參考依據，在不同屬性商品間的陳述採用不同的策略進而吸引消費者的關注及其購買意圖。
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.
