Abstract: This paper initially develops six dimensions: relative advantage, complexity, compatibility, brand, WOM and price for measuring product attributes via a literature review. Using the data gathered through a survey of 1006 Chongqing consumers; we research the relationships of product attributes, consumer involvement and new product buying behavior. The results show that product attributes have a significant effect on consumer involvement, and consumer involvement has a significant positive effect on new product buying behavior also. The full mediating effect of consumer involvement on the relationship of product attributes and new product buying behavior are proved.