CAJ | 학술논문

产品购买决策属于自我调节支配下的目标达成过程。动机心理学理论中的调节定向理论成为近年来国内外消费者研究的主流，被广泛运用于现有产品研究中。然而将调节定向理论引入到新产品研究中的文献却十分少见。不同于现有产品，新产品具有创新性和风险性等因素，新产品购买作为一种风险伴随的决策可能影响消费者的情境性调节定向系统。本文通过实验方法，开创性地提出并验证了产品创新性对消费者情境性调节定向的影响，即对于中低度创新产品，消费者更关注产品的正面结果，从而诱发情境性促进定向；相反，对于高度创新产品，消费者更关注产品的负面结果，从而诱发情境性防御定向。
산품구매결책속우자아조절지배하적목표체성과정。동궤심이학이론중적조절정향이론성위근년래국내외소비자연구적주류，피엄범운용우현유산품연구중。연이장조절정향이론인입도신산품연구중적문헌각십분소견。불동우현유산품，신산품구유창신성화풍험성등인소，신산품구매작위일충풍험반수적결책가능영향소비자적정경성조절정향계통。본문통과실험방법，개창성지제출병험증료산품창신성대소비자정경성조절정향적영향，즉대우중저도창신산품，소비자경관주산품적정면결과，종이유발정경성촉진정향；상반，대우고도창신산품，소비자경관주산품적부면결과，종이유발정경성방어정향。
Product purchase is viewed as a goal-attainment process controlled by individual＇s self-regulation system. Regulatory Focus Theory has aroused wide research interests and been constantly studied in existing product research, however, new product research that incorporates this theory is very rare. Different from existing products, new products are more innovative and risky, therefore the purchase decision of new products may affect consumers＇ situational regula- tory focus. The current paper uses experiment method and initially confirms the effect of product innovativeness on con- sumers＇ situational regulatory focus. Specifically, low or moderately innovative products trigger consumers＇ situational promotion focus, reflecting more positive product-related concerns; in contrast, highly innovative products induce con- sumers＇ situational prevention focus, indicating that consumers are more concerned about the negative aspects of the products.