本研究主要探討調節焦點對於個人投資不同風險金融性產品的購買意願影響。調節焦點理論近年來廣泛運用在心理學和行銷學，分為兩種不同的調節焦點：促進調節焦點和預防調節焦點。調節焦點理論又可分為長期性和暫時性，進一步本研究加入了不同的風險基金來判別是否會影響研究之結果，依照風險報酬等級分為股票型基金(高風險)和債券型基金(低風險)，再對購買意願進行衡量。研究假設一、二主要是探討長期性和暫時性調節焦點對於金融性商品的購買意願是否具有顯著的差異，我們預期長期性和暫時性的調節焦點都會對基金的購買意願產生不同的影響。研究假設三、四分別在長期性及暫時性調節焦點加入不同風險之基金做為干擾因素，探討其對於購買意願的影響。我們預期兩種情況都會受到調節變數的影響而產生不同的購買意願。研究假設五將探討暫時性調節焦點對於長期性調節焦點與購買意願之間是否具有影響效果，判別短暫的促發體驗是否會影響到長期本身的焦點傾向對購買意願之影響。研究假設六主要是探討不同風險的基金是否會使消費者產生不同的購買意願，我們預期消費者對於不同風險的基金會產生不同的購買意願。最後，將全體樣本分為有無購買過基金組別進行分析及比較。本研究目的希望能對消費者提供讓消費者「感覺對了」的基金廣告資訊。 This study explores the impacts of different advertising messages on purchase intention of different risk mutual funds. Recently, regulatory focus theory has been widely used in psychology and marketing areas. We use the regulatory focus theory and apply its regulatory focus factors, promotion focus and prevention focus, and chronic regulatory focus and temporary regulatory focus to study our case. We consider the fund-risk level as a moderator. According to the risk return level, we divided funds into stock funds (high risk) and bond funds (low risk). We discuss the moderating effects between the fund-risk levels and the regulatory focus factors, and their possible impacts on consumers’ purchase intention. Accordingly, we propose six propositions as follows. Hypothesis 1 and 2 discuss whether there are significant differences in the purchase intention of financial products in terms of two chronic and temporary regulatory focuses. Hypothesis 3 and 4 are related to the impacts of the chronic and temporary regulatory focus on the purchase intention in terms of the fund-risk levels. Hypothesis 5 is related to the impacts of the chronic regulatory focus on the purchase intention in terms of the temporary regulatory focus. Whether the short-term triggering experience would affect the impact of the long-term regulatory focus on the purchase intention. Hypothesis 6 discusses the impacts of diverse fund-risks on consumers’ purchase intention. Finally, the whole sample is divided into two different groups, which identified by “Have you ever purchased it?” This study aims to propose a research model to help providing a consumer with the match fund advertising information. Expected implications for theory and practice are also provided in this study.
