中文摘要：

属性的同异会对消费者的风险感知及信息选择产生影响,由此产生趋同属性的风险稀释效应和趋异属性的知觉聚焦效应。在不同的风险感知情形下,这2种效应的强弱表现会有所差异,从而会对趋同属性产品和趋异属性产品的吸引力评价有所影响,也会影响到消费者的决策困难度。研究发现,在一个其他属性值相同,但某信息不完全的属性值不同的2个方案构成的选择集内,加入一个和其中一个方案属性相同或类似的方案,无论高风险感知程度的高低,都会导致选择困难度的降低,同时,在感知风险为中和高时,属性趋同产品的吸引力要高于属性趋异产品的吸引力,但在感知风险低时,二者的吸引力无显著差异。

英文摘要：

Product＇s common or unique features affect the consumer＇s risk perception and information selection,leading to the risk dilution effect of convergence feature and the perceptual focus effect of divergence feature.The strength of the two kinds of effects is different with different levels of perceived risk,and it affects the attraction evaluation on the convergence product and divergence product,and then consumer＇s decision difficulty is influenced.It is revealed that when an alternative with the same value feature is added to the choice set involving two alternatives with different missing value feature,the choice difficulty is reduced at whichever levels of perceived risk.The attraction of convergence product is more than divergence product at the high and medium levels of risk perception,and the difference is not significant at the low level of risk perception.