近年來，神秘消費逐漸成為熱門的行銷手法，企業藉由在購買前隱藏商品或服務的完整資訊，營造神秘感，以激發消費者的好奇心與購買意願。在此類不確定性高的消費情境中，企業若能準確掌握並吸引潛在顧客的注意，將大幅提升行銷成效。有鑑於此，本研究聚焦於人格特質（極大化者與滿足化者）與心理中介因素（後悔厭惡）對神秘消費行為的影響進行探討。研究結果為行銷人員與產品開發提供實務參考，有助於設計更契合消費者心理的神秘行銷策略，進而提升品牌競爭力與顧客滿意度。

Nowadays, mysterious consumption has become an increasingly popular marketing strategy, in which product or service details are deliberately concealed until after purchase to stimulate consumer curiosity and engagement. Understanding how to effectively target customer segments and capture their attention in this type of consumption environment is crucial for businesses. Therefore, this study endeavors to investigate the interplay between personality traits (maximizing vs. satisficing) and psychological mediators (regret aversion) in shaping consumer behavior within mystery-based purchasing scenarios. The findings provide valuable insights for marketers and product designers, enabling them to develop strategies that optimize mystery-driven campaigns, align with consumers' psychological preferences, and ultimately enhance market competitiveness and customer satisfaction.

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