Abstract Following the increase in living standard and manufacturing techniques and capacity in Taiwan in recent years, the production and the demands for special alloy materials are expanding from their industrial application into living uses. Among innovative merchandise of Titanium techniques application in daily life uses, the one with highest level of techniques and innovative value is aquatitan techniques. Modern technology and process techniques are renewing in extremely fast speed and the speed of developing new merchandise is much faster than the acceptance of consumers, however, many of the new products may be very creative, but not always meeting he needs of consumers and end up with supply of seemingly good products find no demand at all and failed the manufacturers¡¦ expectation of big sales. Further, with rapid change of market demand of new products, it resulted in greatly shortened life cycle of new products. Hence, when the needs of consumers is not understood properly and effectively, the market will wipe such product out mercilessly. If the factors affecting the willingness of consumer in purchasing aquatitan is clearly and correctly understood and incorporate the viewpoints of consumers into the process of research and development, there will certainly marketing strategies proposed effectively for the new products to increase the purchasing inclination of consumers. In the research, we have 2 motives: one is to find out factors affecting consumers¡¦ willingness in purchasing aquatitan products and the other one is to find out the difference among types of consumers adopting aquatitan products for making up effective marketing strategies to channel the aquatitan products effectively to the whole market. The purpose of this research is to find out the consumers characteristics of different product, the effect of new product attributes in the decision of consumers in purchasing aquatitan products, and in the meantime, finding out the difference of different consumer groups in consumers characteristics and new products attributed to provide assistance to companies in marketing practices and product research and development. This research takes aquatitan neck rings as the subject of practical research and 300 questionnaires were distributed among consumers who have purchased the products of subject company. It is found that each type of adopter and store-wise consumers are having different consumer characteristics, which may be provided for the reference of subject company in deciding their future marketing strategies. Key Words: Innovative Diffusion, Consumer Characteristics, New Product Attribute, Aquatitan, Marketing Strategy