In contemporary society, more and more products are becoming consumer-oriented. With the transformation of industrial structure, a wide variety of traditional industries are forced to integrate innovation into their product design. As a result, there arises a new management model, which invigorates traditional industries, boosts product added value and enables consumer to have a wide selection of products to meet their individual needs. The purpose of this research is investigating how perception of innovation affects perceived risk, perceived value and consumer intention for purchasing styling towels. The four measurement scales, which are developed by the researcher, include “perception of innovation scale,” “perceived risk scale,” “perceived value scale,” and “purchase intention scale.” Result of data analysis, which is based on the answers from 270 respondents, shows that perception of innovation is negatively correlated to perceived risk, while perceived value is positively correlated to customers’ purchase intention.