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情境效应是研究消费行为的重要视角和研究热点。情境线索是消费者形成推论并作出选择的重要依据,在属性信息不完全的情形下,产品属性的同异会成为重要的外部线索并影响消费者的风险感知和购买行为。不同于由选择集内属性量差结构所导致的传统情境效应形式和知觉聚焦效应,本文从情境线索角度提出了属性趋同效应,揭示了在信息不完全情形下属性趋同的正面效用,验证了不同风险感知强度对属性趋同效应的影响,并研究了趋同属性对消费者风险感知的影响,发现和验证了新的情境效应形式。
Situational effects are important perspectives and hot topics for studying consumer behavior. Context clues are the important basis for consumers to make inferences and make choices. In the case of incomplete attribute information, the similarities and differences of product attributes can become important external clues and affect consumer’s risk perception and purchase behavior. Different from the traditional situational effects and the perceived focusing effect caused by the structure of the quantitative difference in the selection set, this paper proposes the attribute convergence effect from the perspective of context clues, reveals the positive utility of attribute convergence in the case of incomplete information and verifies the difference The impact of risk perception intensity on the attribute convergence effect, the influence of convergence attribute on consumer risk perception and the discovery and verification of the new situation effect pattern.