中文摘要：

情境效应的机理研究揭示了情境效应是一个多因素驱动的过程，属性趋同效应作为一种新发现的情境效应形式，其内在机理需要进一步探索。研究从情绪角度揭示了预期后悔对属性趋同效应影响的内在机理，揭示了属性同异对消费者预期后悔的显著影响，验证了属性趋同产品的数量对消费者选择属性趋异产品的预期后悔存在着显著的影响，并且验证了感知风险和信息处理模式在该过程中的调节作用。

英文摘要：

Upon many studies about the mechanism of context effect, it shows that context effect is driven by multi-factors. As a new form of context effect, the mechanism of feature convergence effect needs be explored further. This study explores the internal mechanism of feature convergence effect from the perspective of anticipated regret . The results indicate that the convergence or diver- gence of feature has significant effect on consumer＇s anticipated regret, and suggest that the amount of feature convergence products affects consumer＇s anticipated regret significantly, and perceived risk and information process mode moderates the process.