消費者在進行購買行為時，會受到許多外在因素的影響，產生許多不同的消費模式。消費找可能考量到價格、品質、本身的財力，甚至是產品本身的娛樂性、功能等等，有許多不同的考慮依據，在本文中，採用了八種消費者決策模式，作為研究依據。
　　此外，消費者因為不同的個人背景及生長環境，其風險承受態度皆有所不同，因此消費者的風險態度、面子自尊、以及消費者慣性等因素，皆會影響到消費者的知覺風險及消費者決策模式，本研究及針對彼此間的關係進行探討；再加入FCB的概念，作為干擾變數，關自變數及依變數間的影響效果，是否會受影響。
　　在本文研究結果，有以下結論：
1. 現消費者的面子自尊、風險態度，會影響到消費者在購物時的不同知覺風險型態。
2. 現消費者的面子自尊、風險態度，會影響到消費者在購物時的所考量的消費者決策因素，進而影響消費者決策模式。
3. 消費者的知覺風險也會影響到消費者的決策模式有不同的影響
4. 由消費習慣所形成的消費者慣性，雖會造成假性的品牌忠誠度，但也很容易被改變，對知覺風險及消費者決策模式的影響最為薄弱且容易改變。
5. 由產品涉入、情感－理性兩構面，所構成的FCB GRID，四種不同的產品型態，亦會干擾上訴自變數對依變數的影響效果，進而影響不同產品廠商的促銷模式，與消費者的決策考量因素。
　　由以上結論可知，由消費者慣性所形成的假性品牌忠誠度，對消費這的決策模式與知覺風險，影響力最小且容易改變；而受國家文化影響的風險問題與自尊問題，對知覺風險與消費者決策，有一定的影響效果。

When consumers are buying some products or services, they will be affected by a lot of external factors to form different consumer decision-making styles. It is suggested that consumers will consider the brand, price, quality, and recreational factors etc. with many considerations. Therefore, to evaluate how different factors impact on consumer decision-making styles is essential to improve consumer buying. Besides, during consumption process, consumers will have different risk-taking level because of their cultures, environment, and personality such as risk attitude, consumer inertia, and face consciousness. These variables will affect perceived risk and consumer decision-making styles. In this study, the influence of risk attitude, consumer inertia, and face consciousness on consumer perceived risk and decision-making styles were evaluated. The moderating effects of FCB GRID on the above interrelationship were also investigated. The results are concluded as follows:
First, risk attitude, consumer inertia, and face consciousness of consumers tend to influence perceived risk toward the specific products. Second, perceived psychological risk, performance risk, social risk, financial risk, and time risk tend to influence the consumer decision-making styles. Finally, the FCB Grid with involvement and thinking-feeling continuum tend to moderate the influence of consumer’s risk attitude, consumer inertia, and face consciousness on perceived risk and `consumer decision-making styles. The study results further suggested that brand loyalty from consumer inertia is easily changed and have the lowest influence on perceived risk and consumer decision-making styles.

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