隨著現今市場的競爭愈來愈激烈，如何在眾多產品中脫穎而出，成為許多企業的行銷目標，換言之，產品屬性的特徵更顯得重要，許多消費者往往會根據不同企業的產品所擁有的產品屬性，因應內外在衡量，進而做出不同的選擇。然而，隨著時代的進步，消費者的習慣也同時不斷地在改變，其中，因為網路的興起，消費者行為的變化最大，我們可以發現到許多消費者在面對各種產品資訊的耐心程度開始變得更為極端，有些時候缺乏耐心，有些時候又保有耐心。綜合以上內容，我們可以了解到不同的產品屬性對於消費者的偏好有不同的影響，另外，消費者不同的時間觀念也可能影響其最終購買選擇之決策。故本研究目的在探討不相關產品屬性的產品的有無與不同消費者之時間心理距離組合下，消費者對該產品的感受程度，進而是否會影響其最終的購買意願。
本研究最終的結果顯示：1.當產品具有不相關產品屬性時，品牌溝通效果愈高，消費者之購買意願隨之提高，反之亦然；2.消費者不會受到不同時間心理距離的影響，進而產生對品牌溝通效果與購買意願顯著之影響；3.品牌溝通對購買意願有正向的關係，當品牌溝通效果好時，消費者之購買意願會隨之提升；4.品牌溝通在不相關產品屬性與購買意願之間存在中介效果，且為完全中介。

As the competition in today's market gets more intense, product excellence has become a marketing target for many companies. Many consumers tend to make buying decisions based on different product attributes. However, consumer habits are constantly changing all the same time. One of the biggest reasons for this is the rise of the internet. When consumers face a variety of product information, their degree of patience becomes more extreme. Sometimes people lack patience, and sometimes they don’t.
Based on the above, both product attributes and consumers' various preferences of time might affect their purchasing decisions. To explore the relationship between products and consumers, this study takes an irrelevant product attribute, which implies a function, but in fact, cannot provide a substantial effect, as the target attribute. Furthermore, this study explores consumers’ final purchase intention under different combinations of an irrelevant product attribute and psychological temporal distance.
There are four discoveries in this study: (1) when a product has an irrelevant attribute, the effect of brand communication is higher, as is purchase intention. (2) Psychological temporal distance has little moderating effect on a consumer’s decision. (3) Brand communication effect has a positive relationship with purchase intention. (4) Brand communication is a strong mediator between irrelevant product attributes and purchase intention.
Irrelevant product attributes are important for consumer decisions. Conversely, psychological temporal distance does not have a significant effect on consumer decisions. Therefore, a company may try to focus more on implementing different product attributes on their product than controlling consumers’ psychological condition.

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