隨著台灣開放外國酒產品進口、廢止專賣制度，台灣的酒類消費逐年提升，並對國民的健康和安全造成威脅。政府雖於包裝或廣告以圖文標示相關警示資訊以降低危害發生的機率，但效果仍有限。過去研究曾針對威脅評估、愉悅感和罪惡感進行研究，但威脅評估往往侷限於單一面向，且未針對購前的預期感受進行探討，故本研究欲探究消費者對產品訊息進行威脅評估後的心理活動，是否產生預期愉悅感和預期罪惡感，以及此兩者如何各自與互相影響消費者的購買意圖，進而解釋消費者的購買行為。
　　本研究採用網路問卷方式進行，共計收取413份有效樣本，以Pearson相關分析、迴歸分析和雙因子變異數分析後，檢驗產品訊息威脅評估對預期愉悅感和預期罪惡感的影響，以及預期愉悅感、預期罪惡感對購買意圖的影響。
　　根據研究分析結果顯示，個體對產品訊息進行評估的三種面向：象徵的個人威脅、實際的個人威脅和社會認同威脅中，後兩者負向影響預期愉悅感，而三者威脅類型皆正向影響預期罪惡感。另外，預期愉悅感和預期罪惡感對購買意圖皆存在顯著的影響，並存在交互作用，不同的預期愉悅感和預期罪惡感程度下，購買意圖將有所差異。

The purpose of the study was to investigate the relationship between individual's threat appraisal before purchasing and anticipatory feelings, and how did anticipatory feelings impact purchase intention. Previous studies have conducted research on threat appraisal, pleasure and guilt, but threat appraisal is often limited to a single aspect, and have not explore the anticipatory feelings before purchase. Therefore, this study aimed to explore consumers' psychological activities, anticipatory pleasure and anticipatory guilt, after threat appraisal of product information. And how these two anticipatory feelings individually and interactively affect purchase intentions.
There were total of 413 valid responses were received. After correlation analysis, regression analysis and two-way ANOVA analysis, the impact of threat appraisal of product information on anticipatory pleasure and anticipatory guilt was examined, but also the effect of two anticipatory feelings on purchase intention.
The result of the study shows: (1) There are three aspects of individuals' threat appraisal of product information: symbolic group threat, realistic individual threat and social identity threat. The latter two negatively affect anticipatory pleasure, while all three types of threat appraisal positively affect anticipatory guilt. (2) Both anticipatory pleasure and anticipatory guilt have significant impact on purchase intention. (3) There is an interaction effect between two anticipatory feelings to purchase intention, which will be different under different anticipatory feelings levels.

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