面對競爭激烈的市場環境，產品生命週期逐漸縮短、消費者需求多變，使得多數廠商必須持續推出創新的產品，來因應消費者的需求及維持在市場上的競爭力。
本研究以照相手機為標的物，探討消費者創新採用(innovation adoption)、品牌定位(brand positioning)對購買意願(purchase inten-tion)的影響，並以社會風險知覺(social consciousness risk)為干擾變項，探討其影響購買意願的程度。
本研究以大台北地區18歲以上消費者為樣本，發放400份問卷，有效回收308份。研究結果顯示，消費者創新採用、品牌定位單獨對購買意願皆有顯著的正向影響，而社會風險知覺則為負向影響。但在變數個別交互和干擾的假設下，對購買意願皆沒有顯著的影響。
Facing the competitive market conditions, because of diminishingly PLC and the variance of consumers demands, most of concerns must ceaselessly launch new prod-ucts to meet the demands of consumers and to keep its competitiveness in markets.
This research use Camera Phone as an object, discuss the Innovation Adoption and Brand Positioning to Purchase Intention, and use Social Consciousness Risk as the moderator variable to discuss the affect of purchase intention.
An sample of this research is select the consumers of grand Taipei who exceed 18 years old. For the 308 effective received questionnaires of 400 issued. This research finds that innovation adoption and brand positioning are significant positive affect pur-chase intention, and the social consciousness risk is significant negative affect purchase intention. But in the hypothesis of interaction and moderation of individual variables, it has no significant affect to purchase intention.
