重庆大学学报（社会科学版）2017，Vol.23Issue(1)：51-60,10.DOI:10.11835/j.issn.1008-5831.2017.01.006
产品类型和感知风险对消费者属性同异选择的影响研究
Influence of product category and perceived risk on consumer choice about same and different attributes
摘要
Abstract
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.关键词
选择集/感知风险/产品类型/属性对比/情境效应Key words
choice set/perceived risk/product category/attribute comparison/context effect分类
管理科学引用本文复制引用
高敏,孙洪杰..产品类型和感知风险对消费者属性同异选择的影响研究[J].重庆大学学报（社会科学版）,2017,23(1):51-60,10.基金项目
国家自然科学基金面上项目"基于双向情境效应的属性同异决策研究:效用解构、效应交互与模型构建"(71472018) （71472018）
重庆市基础与前沿研究计划项目"同异属性选择集内消费者选择行为研究——基于多重情境效应交互的视角"(cstc2014jcyjA00047) （cstc2014jcyjA00047）
重庆工商大学科研启动经费项目"属性同异选择集内消费者选择行为研究——基于双向情境效应交互的视角"(1655003) （1655003）
