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.

摘要： 基于1006位消费者的调查所得数据，在文献研究的基础上发展产品属性的测项并归纳出六个主要维度：相对优势、一致性、复杂性、品牌、口碑和价格，检验信度和效度。检验产品属性、消费者介入和新产品购买行为的关系。发现产品属性显著影响消费者介入，后者对新产品购买行为有显著影响，消费者介入在产品属性与新产品购买行为的关系中起完全中介效应。