中文摘要：

属性趋同效应和知觉聚焦效应是由相同选择集结构所驱动的方向相反的两种情境效应,并导致了完全不同的选择行为。探讨了同一选择集结构所驱动的两种完全不同的情境效应的根源,揭示了在不同感知风险和信息处理模式下两种情境效应作用于消费者选择的过程。通过实验研究方法,运用离散选择模型中的logistic回归分析,验证了感知风险程度和信息处理模式通过两种情境效应交互影响消费者选择的机理。研究发现,当处于高感知风险及分析模式时,消费者会选择属性趋同产品;而当处于低感知风险及直觉模式时,则会选择属性趋异产品;当处于低感知风险及分析模式时,消费者对属性趋同和趋异产品的选择份额差异不显著。研究揭示了属性趋同效应和知觉聚焦效应矛盾冲突的原因,以及随着外部条件变化两种情境效应在消费者选择过程中发生交互作用的过程,从而促成了属性趋同效应和知觉聚焦效应的统一。

英文摘要：

Feature convergence effect and perceptual focus effect are two new forms of context effects, which are opposite and driven by a same kind of choice set structure. This study applies sce- nario simulation experimental method and the way of design among groups, and chooses perceived risk and information processing model as independent variables, then investigates the influence of the two independent variables for consumers~ choices in the same kind of choice set structure. Results of this research are listed as below. When consumers are at high risk perception and choose analytical mode of information processing, feature convergence effect is significant. When consumers are at low risk perception and choose intuitive mode of information processing, consumers are more likely to choose feature divergence products, so perceptual focus effect is significant. However, when consumers are at low risk perception and choose analytical mode of information processing, both feature convergence effect and perceptual focus effect are not significant. This research reveals the differences of internal driving factors between feature convergence effect and perceptual focus effect.