摘要
选择集的属性同异结构会影响消费者的感知,在选择集内加入属性趋同产品,会通过属性趋同效应和知觉聚焦效应影响消费者的选择。文章应用实验方法通过logistic回归分析,发现属性趋同产品加入选择集对消费者选择延迟的影响受到感知风险程度的调节。在高风险感知和低风险感知的情形下,属性趋同产品的加入对消费者延迟选择与否没有显著影响,而在中等感知风险的情形下,属性趋同产品的加入对消费者的延迟选择会产生显著影响。
The feature convergence and divergence structure of a choice set affects consumers’ perception. When a feature convergence product is added to a choice set,the feature convergence effect and perceptual focus effect will influence consum-er’s choice. The paper,which applies the experimental method by logistic regression analysis,finds that the effect of a feature convergence product added to a choice set on consumer’s choice deferral is adjusted by perception risk. In a high or low percep-tion risk circumstance,the effect of addition of a feature convergence product on consumer’s choice deferral is not significant, but the effect is remarkable in a medium perception risk circumstance.
出处
《华东经济管理》
CSSCI
2014年第9期138-142,共5页
East China Economic Management
基金
国家自然科学基金项目(71002108
71202166)
教育部人文社会科学研究项目(10YJC630301)
关键词
选择集
属性趋同效应
知觉聚焦效应
决策冲突
选择延迟
choice set
feature convergence effect
perceptual focus effect
decision conflict
choice deferral
