This study explores the key product attributes of innovative home video game Nintendo Wii from the perspective of consumers’ purchase intention. By using significant analysis in rough set method, the result shows habit agreement attracts consumers more than the other attributes, especially far more important than convenient operation and realistic ambience. It could be inferred that user friendly interface (including Chinese manipulation interface) is the top priority guidance for consumers. In conclusion, consumers pay more attention to the function of home video game console,rather than appearance of it. Therefore, products lay
stress on their unique attributes to agree with consumers’ purchase intention might gain the market.