中文摘要：

为了探究以往消费者受情境诱导的影响程度不同的原因，本研究从产品感知风险的角度阐述诱导效应的作用机制。用2×2的因子设计，检验产品感知风险和诱导情形对目标产品选择概率的交互作用。188名被试的实验结果显示高感知风险产品类型下诱导效应显著，而低感知风险产品类型下诱导效应不显著。进一步分析得出目标产品相对吸引力是诱导情形与目标产品选择概率的关系链中的中介变量，而产品的感知风险是有中介的调节变量的研究结论。

英文摘要：

Previous research found that decoy effect varies under different types of products, i.e., consumers’ choice preference for dominating option present unsteadiness with the addition of evoked option. Decoy effect might lose effectiveness in certain situations. As perceived risk has great influence on product evaluating process, it might be an important factor that moderates the decoy effect. In order to explore the deep reasons of decoy effect’s instability, the mechanism of decoy effect is studied from the perspective of product’s perceived risk in this paper. Through the 2（high/low risk）×2（decoy/without decoy） factorial design, 2 types of risk perception product（high/low risk perception product） and 2 levels of decoy situation （original / decoy selection） were examined in this study. In the low risk purchase scenario, participates imaged that they need to buy a toothpaste among the given alternatives independently. Whereas, they imaged themselves purchasing a laptop in the high purchase scenario. The original selection （no decoy condition） has two options, one is the target product which is the dominating alternative, the other one is the competing product. The decoy selection （decoy condition） added an evoked product which is dominated by the target product rather than the competing product. The data were collected from 188 undergraduate and graduate students in a university of china. Cash prizes were used to motivate voluntary participation. There were 4 types of experimental conditions： high risk perception product with no decoy, high risk perception product with decoy, low risk perception product with no decoy and low risk perception product with decoy. Each participant was engaged in both kinds of products and randomly assigned to 1 of the 2 decoy conditions. The final choice, degree of product’s perceived risk and attractiveness of target and competing product were recorded in each purchase scenarios. In addition, the moderating effect of product’s perceived risk was stu