本研究想探討不同促銷框架對猶豫不決消費者的未行動後悔影響，以及訊息規範焦點中不同訊息呈現對於猶豫不決消費者未行動後悔的影響。因此，本研究以一般消費者作為研究對象，猶豫不決以量表衡量方式，其餘變項採用2（促銷框架：金錢性與非金錢性）× 2（訊息規範焦點：進取焦點訊息與趨避焦點訊息）的實驗操弄方法來進行實證資料搜集，藉以探討對於猶豫不決的消費者對於何種促銷方式比較喜歡，如果錯過該促銷方案與訊息規範焦點所產生未行動後悔的影響。研究結果顯示：（1）在金錢性促銷情境中，猶豫不決消費者的未行動後悔感受會顯著大於非猶豫不決消費者，但對於非金錢性促銷框架情境，猶豫不決消費者的未行動後悔顯著小於非猶豫不決消費者；（2）在趨避焦點訊息中，猶豫不決消費者的未行動後悔會顯著大於非猶豫不決，但在進取焦點訊息中，猶豫不決消費者的未行動後悔會顯著小於非猶豫不決；（3）在金錢性促銷框架情境中，訊息屬於趨避焦點訊息時，猶豫不決消費者的未行動後悔會顯著大於非猶豫不決消費者，但當訊息屬於進取焦點訊息時，猶豫不決與非猶豫不決消費者的未行動後悔無顯著差異；反之在非金性性促銷框架情境中，訊息屬於趨避焦點訊息時，猶豫不決與非猶豫不決消費者的未行動後悔無顯著差異，但當屬於進取焦點訊息時，猶豫不決消費者的未行動後悔會顯著小於非猶豫不決消費者。其中在實驗二發現在高金錢性促銷框架情境中，訊息屬於趨避焦點訊息時，猶豫不決與非猶豫不決消費者的未行動後悔沒有顯著差異。本研究據此延伸促銷框架與訊息規範焦點之基礎，並提供行銷人員對於猶豫不決消費者的促銷訊息規劃策略之建議。

This research attempts to examine the impact of indecisiveness on inaction regrets as well as the moderating roles of promotional framing and message regulatory focus. Research findings demonstrate that (1) After being exposed to monetary promotional framing, indecisive consumers are likely to experience higher inaction regrets than non-indecisive consumers; in contrast, after being exposed to non-monetary promotional framing, indecisive consumers are likely to experience lower inaction regrets than non-indecisive consumers. (2) When in the context of prevention-focused messages, indecisive consumers are likely to engender higher inaction regrets than non-indecisive consumers; on the contrary, in the context of promotion-focused messages, indecisive consumers are likely to engender lower inaction regrets than non-indecisive consumers. (3) In addition, in the context of prevention-focused messages, indecisive consumers are likely to engender higher inaction regrets than non-indecisive consumers, when they are exposed to monetary promotional framing. However, in the context of promotion-focused messages, indecisive consumers are likely to engender no differential inaction regrets over non-indecisive consumers, when they are exposed to monetary promotional framing. In the context of prevention-focused messages, indecisive consumers are likely to engender no differential inaction regrets over non-indecisive consumers, when they are exposed to non-monetary promotional framing. Furthermore, in the context of promotion-focused messages, indecisive consumers are likely to engender lower inaction regrets than non-indecisive consumers, when they are exposed to non-monetary promotional framing. However, when monetary promotional framing has a higher level of discount, indecisive consumers are likely to engender no differential inaction regrets over non-indecisive consumers. This research extends the theoretical background of framing effect and regulatory focus theory to commerce and proposes practical suggestions for marketers.

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