The Effects of Product Innovation Locus on Consumers Adoption of New Products—Based on Regulatory Focus and Information Processing Fluency

With increasingly fierce market competition, enterprise’s products are also constantly upgrading in order to get the favor of consumers. However, different enterprises have different innovative products’ design ways. Some companies apply innovative technology in the products’ built-in system, while other enterprises will make innovative technology as plug-in peripheral products. Then, will the different locus of products eventually affect consumers purchasing behavior? What is the influence mechanism? This study researches on that product innovation locus matching with regulatory focus of consumers can affect the final purchase intention and explore the mediator role of information processing fluency. The conclusion of study is that product innovation locus matching with regulatory focus of consumers will influence purchase intention, and information processing fluency plays a partial mediator role.