中文摘要：

前期的情境效应研究发现,相同属性同异选择集下的消费者选择行为完全相反,这为同异属性选择集下的消费者选择研究留下了悬而未决的矛盾。文章利用情境模拟实验法,将感知风险和产品类型纳入整合的研究框架,从感知、风险规避和效用等方面研究消费者属性同异选择行为。研究发现,高感知风险下消费者对趋同产品的选择显著多于低感知风险情形,而低感知风险情形下对趋异产品的选择则相反。同时,感知风险和产品类型对消费者属性同异选择存在交互作用,在高感知风险下对实用品的选择情形中,消费者倾向于趋同选择;在低感知风险下对享乐品的选择情形中,消费者偏好作出趋异选择;在其他情形下对消费者选择的影响则不显著。研究结论弥合了属性趋同效应和知觉聚焦效应的矛盾,对企业的同异策略选择提供了重要的参考依据。

英文摘要：

Previous research about context effect found that consumer choice behavior under the same choice set with same and different attributes is completely opposite, which left unresolved conflict for consumer choice research about it. The study puts the perceived risk and product category into integrated research framework through situational simulation experiment, in order to study consumer choice behavior about same and different attributes from the aspects of perception,risk aversion and utility integrally. It is revealed that consumer choice of products with convergence feature at high perceived risk is significantly more than that of the lower perceived risk,and it is just opposite to that at the lower perceived risk. At the same time,the perceived risk and product category have an interaction with consumer choice, in the case of consumer choice of utilitarian products at high perceived risk,consumers tend to choose products with convergence feature; For the hedonic products at lower perceived risk,consumers prefer to make divergent choices; The difference is not significant in the other cases. The research conclusion bridges the contradiction between feature convergence effect and perceptual focus effect,and it provides an important reference for the choice of the same and different strategies of the enterprises.