CAJ | 학술논문

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。
정경효응적궤리연구게시료정경효응시일개다인소구동적과정，속성추동효응작위일충신발현적정경효응형식，기내재궤리수요진일보탐색。연구종정서각도게시료예기후회대속성추동효응영향적내재궤리，게시료속성동이대소비자예기후회적현저영향，험증료속성추동산품적수량대소비자선택속성추이산품적예기후회존재착현저적영향，병차험증료감지풍험화신식처리모식재해과정중적조절작용。
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.