本研究探討了調節焦點（促進焦點與預防焦點）如何影響消費者採用使用型消費(Access-based Consumption, ABC）的意圖。使用型消費允許消費者在不擁有產品的情況下臨時使用。雖然 ABC 持續發展，但對於個人動機如何影響其採用仍缺乏研究。本研究以調節焦點理論為基礎，檢驗知覺財務價值是否可能作為中介變項。342 名美國參與者隨機分配至自行車租賃或購買情境，並測量其調節焦點、知覺財務價值與使用意圖。結果顯示，假設的交互作用與調節式中介效應皆未獲統計支持。然而，描述性結果指出，促進焦點的消費者在租賃情境中較傾向採用 ABC，且較可能感知更高的財務價值。相對地，預防焦點的消費者在租賃與購買之間並無明顯偏好。
本研究提供了心理動機如何影響使用型消費偏好的初步見解。管理意涵建議，促進焦點消費者可強調靈活性與節省，預防焦點消費者則應關注信任與風險控制。未來研究可進一步在真實情境中驗證此模型。

This study explores how regulatory focus—promotion versus prevention—influences consumers’ intention to engage in access-based consumption, which allows temporary use of products without ownership. While access-based consumption continues to grow, limited research has examined how individual motivation shapes consumer responses to such models. Drawing from regulatory focus theory, this study investigates perceived financial value as a potential mediator linking regulatory focus to behavioral intention. A between-subjects experiment was conducted with 342 U.S.-based participants who evaluated a rental or purchase scenario involving a bicycle. Regulatory focus, perceived financial value, and intention to consume were measured using established scales. The results did not provide statistical support for the hypothesized interaction or moderated mediation effects. However, descriptive findings suggest that promotion-focused individuals may be more inclined to adopt access-based consumption, particularly under rental conditions, and tend to perceive greater financial value in such models. In contrast, prevention-focused individuals showed no clear preference between renting and buying, and financial value did not appear to play a significant role in their decisions. This study offers preliminary insights into how psychological motivation may influence access-based consumption preferences. Managerial implications suggest the potential for tailored messaging: emphasizing flexibility and perceived savings for promotion-focused consumers, while addressing trust and control concerns for prevention-focused segments. Further research is needed to validate these patterns in real-world contexts.

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