Product category is the key variable of consumer research. Consumer channel preference is re_x005fmarkable different according to different product category. Otherwise, what is the differences of channel preference when consumers purchasing different product categories? Introducing products’ utililitarian, hedonic and perceived risk, based on regulatory focus theory, the paper try to explore the differences of consumers’ channel preference when purchasing products with different attributes. This paper proposes four hypotheses around considering products’ utililitarian, hedonic and perceived risk, uses experimental method to collect data, and verifies the hypotheses by multinomial logistic analysis of the sample data. And some customer management suggestions of enterprises are put forward, aiming to provide decision support that enterprises can construct channels differently according to product attributes.