Abstract: With the increasingly fierce competition in the App industry, many developers will choose to innovate existing products to enrich the App's attributes, and thus in order to attract more users. Extant literature on innovation locus of product mostly based on external influence factors, and does not fully consider the impact of the type of the product itself. Based on the regulatory focus theory, the study explored the interactive effect of the innovation locus (central attribute and peripheral attribute) and product types (utilitarian and hedonic) on the product ratings. Through the analysis of secondary data and scenario experiments, it found that peripheral innovation is more conducive to improving consumers' evaluation of utilitarian products, and central innovation is more conducive to improving consumers' evaluation of hedonic products. Participants in the utility product group would give higher product ratings for peripheral innovation, because peripheral innovation can weaken perceived risk. However, participants in the hedonic product group scored higher on the central innovation, which was due to the central innovation that enhanced perceived benefits.

Key words: innovation locus, product types, perceived risk, perceived benefit, regulatory focus theory