基于情境线索的属性趋同效应研究
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摘要
随着商品品类日益增加,大卖场货架陈列和电子商务所提供的商品比较越来越便利,消费者在购物中面临越来越丰富的选择集,并在丰富选择集内进行产品属性比较。前期对属性比较和知觉聚焦效应的研究,都把选择集内产品属性比较的焦点集中于特殊属性,认为特殊属性更容易被消费者关注,消费者更倾向于购买特殊属性的产品。然而,产品属性比较是一个复杂的过程,产品选择集也有多种结构,是否在特定的选择集结构中,在特定的情形下会存在趋同属性的正面效用呢?生活中我们发现,在社会诚信缺失,厂商品牌失灵的情形下,消费者为了安全需要借助其他的线索进行判断,而产品同异属性会在消费者选择过程中成为一种外部线索,属性趋同会给消费者一定的安全感。从理论上讲,无论是辩证法还是最优差异理论,都指出了趋同属性存在正面效用的空间。我们认为,消费者的信息处理不单单是知觉的过程,当把感知风险和后悔等因素纳入消费者的选择过程,消费者会表现出完全不同于知觉聚焦效应的行为,也就是说在选择集的同异结构中,消费者不会选择独特属性的产品,反而倾向于选择属性趋同的产品。本研究主要探讨选择集同异结构中由风险感知驱动的属性趋同效应,揭示趋同属性的正面效用,验证一种新的情境效应形式。
围绕属性趋同效应,本研究从以下四个方面展开：(1)属性趋同效应是否存在?在什么情形下存在?(2)驱动属性趋同效应的机理有哪些?一个效应形式是否可能由不同的机理驱动?(3)影响属性趋同效应的调节变量有哪些?这些变量如何影响趋同效应及其内在机理?(4)属性趋同效应对消费者的选择冲突有何影响?是否会改变选择集内产品间的吸引力和消费者选择的困难度?是否会改变消费者选择延迟的份额?
围绕以上问题,首先,本研究运用感知风险理论和外部线索理论,推演出属性趋同效应,并进行了界定,通过情境设计,检验消费者在高感知风险和低感知风险两种情形对属性趋同产品和趋异产品的选择份额差异,从而验证了属性趋同效应在高风险感知情形下的存在性。
其次,本研究运用感知风险理论和预期后悔理论,分别揭示了属性趋同效应的风险稀释机理和预期后悔规避机理,验证了在高风险感知情形下,属性趋同产品的感知风险低于属性趋异产品,属性趋同产品的预期后悔程度低于属性趋异产品,并验证了信息处理模式对预期后悔感知的调节作用。
再次,由于外部线索的处理与信息处理模式有关,本研究从属性比较中的信息处理模式角度,探讨信息处理模式对属性趋同效应影响。研究结果显示,信息处理模式对属性趋同效应具有显著影响,并且受感知风险程度的调节。
最后,本研究运用决策冲突理论,研究在一个由两个吸引力相近但某属性不同的产品构成的选择集内,加入一个和原选择集内一个产品相同的第三个产品,对原有两产品相对吸引力和消费者选择困难度的影响,并在消费者的选择中加入延迟选择选项,研究属性趋同效应对消费者延迟选择的影响。研究结果显示：在高风险感知情形下,属性趋同效应对原选择集内属性趋同和趋异产品的吸引力有显著影响,能够显著降低消费者的选择困难度,在中等感知风险情形下,属性趋同效应能够显著降低消费者的延迟选择,而在高低两种感知风险情形下,属性趋同效应对消费者延迟选择的影响不显著。
本研究的创新点体现在：(1)创新性地提出属性趋同效应。从选择集内属性同异线索角度切入,提出并验证该效应在既定情形下的存在性,扩展情境效应研究；(2)揭示出消费者对选择集内属性同异信息处理和推断的新机理,把情境效应研究从量差比较扩展到同异比较,创新性地把属性同异和消费者的风险感知、后悔关联起来,通过机理揭示为解读市场诚信缺失和集体文化影响下的消费者行为奠定有力的理论基础；(3)初步探讨了属性趋同效应的一些前置变量和因变量,研究了感知风险对信息处理模式对属性趋同效应的影响,并研究了属性趋同效应对消费者选择困难度和选择延迟的影响,有助于完善属性趋同效应的理论体系。
With the increasing of commodity category and comparision convenience provided by supermarket shelves and e-commerce, consumers face with richer attributes in their choice set. The sameness and difference among attributes has effects on consumers, especially in the circumstance with the lack of social credit, brand failure cases, and consumers in order to avoid risk need to use some clues to judge. However, early researches on the feature comparison and perceptual focus effects focus on the unique feature, and hold that unque feature is more likely to be attended to and bought. Product attribute comparison is a complex process, and product choice set also has a variety of structures, then whether in any particular choice set structure, and in any particular circumstances will convergence feature have positive effects? Both the dialectics and Optimal distinctiveness theory pointed out that convergence fetures have some positive effects. Consumer information processing is not only the process of perception, when considering about the perception of risk and regret factors in consumer choice processes, consumers will show a completely different behavior from perceptual focus effects, that is to say in the choice set with different structure, consumers will not choose the the product with unique features, but tend to select the convergence feature product. This research mainly focuses on the feature convergence effect caused by risk perception, and reveals the positive effect of convergence features, and confirms a new form of contxt effects.
Around the feature convergence effect, this thesis will follow four issues of research.(1) Does the feature convergence effect exist? Under what circumstances does it exist?(2) Which mechanism drives the feature convergence effect? Do there more than one mechanism exist?(3) Which moderators affect the feature convergence effect? How these variables affect the feature convergence effect and its intrinsic mechanism?(4) How the feature convergence effect affect choice conflict? Does it change the attraction between products and choice difficulty? Does it chDnJH(?)HFRn VXP HUVFhRiFHGHH(?)
First of all, based on the perceived risk theory and the theory of external cues, the feature convergence effect is deduced, and given a concept. With scenes design, the choice share difference between product with divergence feature and with convergence feature at higher perceived risk and low perceived risk is confirmed. Then the feature convergence effect is verified to exist at high perceived risk.
Secondly, based on the perceived risk theory and anticipated regret theory, the risk dilution mechanism and anticipated regret mechanism is revealed in feature convergence effect. In high risk circumstance, the perceived risk of product with convergence features is lower than which with divergence features. The anticipated regret at product with convergence features is lower than which with divergence features. The moderator effect of information processing mode on anticipated regret is confirmed.
Thirdly, because the external cue processing is connected with information processing mode, the effect of information processing mode on the feature convergence effect is explored in information processing mode perspective. The result shows that the information processing mode has a significant effect on the feature convergence effect, perceived risk as a moderator.
Finally, building on decision conflict theory, it is discussed that when a same product with one product in the choice set in which involves two products with similar attraction but different features, the influence to the attraction of the original product and the difficulty of choice, and the influence of feature convergence effect to consumers choice deferral. The result shows that the feature convergence effect has significant effect on the attraction of the original products, and can reduce the choice difficulty significantly in high risk circumstance. In the middle risk circumstance, the feature convergence effect can reduce choice deferral significantly, but in high and low risk circumstance, it is not significant.
The academic contributions of this study denoted as follows:(1) Address the concept of feature convergence effect initially in a feature cue perspective, and confirm the existence in some circumstance, and the result extend context effect research.(2)Extend the context effect research from volume difference comparison to alignment difference, and connect feature cue with perceived risk and regret, reveal new mechanism of consumers processing feature convergence and divergence information. The result contributes to understand the consumer behavior in the circumstance in which lack of honesty and credit and with the collective culture.(3) Discuss some independent variables and dependent variables which affect the feature convergence effect preliminarily, and explore the effect that influence to the choice difficulty and choice deferral. The result helps to improve the theory system of feature convergence effect.
围绕属性趋同效应,本研究从以下四个方面展开：(1)属性趋同效应是否存在?在什么情形下存在?(2)驱动属性趋同效应的机理有哪些?一个效应形式是否可能由不同的机理驱动?(3)影响属性趋同效应的调节变量有哪些?这些变量如何影响趋同效应及其内在机理?(4)属性趋同效应对消费者的选择冲突有何影响?是否会改变选择集内产品间的吸引力和消费者选择的困难度?是否会改变消费者选择延迟的份额?
围绕以上问题,首先,本研究运用感知风险理论和外部线索理论,推演出属性趋同效应,并进行了界定,通过情境设计,检验消费者在高感知风险和低感知风险两种情形对属性趋同产品和趋异产品的选择份额差异,从而验证了属性趋同效应在高风险感知情形下的存在性。
其次,本研究运用感知风险理论和预期后悔理论,分别揭示了属性趋同效应的风险稀释机理和预期后悔规避机理,验证了在高风险感知情形下,属性趋同产品的感知风险低于属性趋异产品,属性趋同产品的预期后悔程度低于属性趋异产品,并验证了信息处理模式对预期后悔感知的调节作用。
再次,由于外部线索的处理与信息处理模式有关,本研究从属性比较中的信息处理模式角度,探讨信息处理模式对属性趋同效应影响。研究结果显示,信息处理模式对属性趋同效应具有显著影响,并且受感知风险程度的调节。
最后,本研究运用决策冲突理论,研究在一个由两个吸引力相近但某属性不同的产品构成的选择集内,加入一个和原选择集内一个产品相同的第三个产品,对原有两产品相对吸引力和消费者选择困难度的影响,并在消费者的选择中加入延迟选择选项,研究属性趋同效应对消费者延迟选择的影响。研究结果显示：在高风险感知情形下,属性趋同效应对原选择集内属性趋同和趋异产品的吸引力有显著影响,能够显著降低消费者的选择困难度,在中等感知风险情形下,属性趋同效应能够显著降低消费者的延迟选择,而在高低两种感知风险情形下,属性趋同效应对消费者延迟选择的影响不显著。
本研究的创新点体现在：(1)创新性地提出属性趋同效应。从选择集内属性同异线索角度切入,提出并验证该效应在既定情形下的存在性,扩展情境效应研究；(2)揭示出消费者对选择集内属性同异信息处理和推断的新机理,把情境效应研究从量差比较扩展到同异比较,创新性地把属性同异和消费者的风险感知、后悔关联起来,通过机理揭示为解读市场诚信缺失和集体文化影响下的消费者行为奠定有力的理论基础；(3)初步探讨了属性趋同效应的一些前置变量和因变量,研究了感知风险对信息处理模式对属性趋同效应的影响,并研究了属性趋同效应对消费者选择困难度和选择延迟的影响,有助于完善属性趋同效应的理论体系。
With the increasing of commodity category and comparision convenience provided by supermarket shelves and e-commerce, consumers face with richer attributes in their choice set. The sameness and difference among attributes has effects on consumers, especially in the circumstance with the lack of social credit, brand failure cases, and consumers in order to avoid risk need to use some clues to judge. However, early researches on the feature comparison and perceptual focus effects focus on the unique feature, and hold that unque feature is more likely to be attended to and bought. Product attribute comparison is a complex process, and product choice set also has a variety of structures, then whether in any particular choice set structure, and in any particular circumstances will convergence feature have positive effects? Both the dialectics and Optimal distinctiveness theory pointed out that convergence fetures have some positive effects. Consumer information processing is not only the process of perception, when considering about the perception of risk and regret factors in consumer choice processes, consumers will show a completely different behavior from perceptual focus effects, that is to say in the choice set with different structure, consumers will not choose the the product with unique features, but tend to select the convergence feature product. This research mainly focuses on the feature convergence effect caused by risk perception, and reveals the positive effect of convergence features, and confirms a new form of contxt effects.
Around the feature convergence effect, this thesis will follow four issues of research.(1) Does the feature convergence effect exist? Under what circumstances does it exist?(2) Which mechanism drives the feature convergence effect? Do there more than one mechanism exist?(3) Which moderators affect the feature convergence effect? How these variables affect the feature convergence effect and its intrinsic mechanism?(4) How the feature convergence effect affect choice conflict? Does it change the attraction between products and choice difficulty? Does it chDnJH(?)HFRn VXP HUVFhRiFHGHH(?)
First of all, based on the perceived risk theory and the theory of external cues, the feature convergence effect is deduced, and given a concept. With scenes design, the choice share difference between product with divergence feature and with convergence feature at higher perceived risk and low perceived risk is confirmed. Then the feature convergence effect is verified to exist at high perceived risk.
Secondly, based on the perceived risk theory and anticipated regret theory, the risk dilution mechanism and anticipated regret mechanism is revealed in feature convergence effect. In high risk circumstance, the perceived risk of product with convergence features is lower than which with divergence features. The anticipated regret at product with convergence features is lower than which with divergence features. The moderator effect of information processing mode on anticipated regret is confirmed.
Thirdly, because the external cue processing is connected with information processing mode, the effect of information processing mode on the feature convergence effect is explored in information processing mode perspective. The result shows that the information processing mode has a significant effect on the feature convergence effect, perceived risk as a moderator.
Finally, building on decision conflict theory, it is discussed that when a same product with one product in the choice set in which involves two products with similar attraction but different features, the influence to the attraction of the original product and the difficulty of choice, and the influence of feature convergence effect to consumers choice deferral. The result shows that the feature convergence effect has significant effect on the attraction of the original products, and can reduce the choice difficulty significantly in high risk circumstance. In the middle risk circumstance, the feature convergence effect can reduce choice deferral significantly, but in high and low risk circumstance, it is not significant.
The academic contributions of this study denoted as follows:(1) Address the concept of feature convergence effect initially in a feature cue perspective, and confirm the existence in some circumstance, and the result extend context effect research.(2)Extend the context effect research from volume difference comparison to alignment difference, and connect feature cue with perceived risk and regret, reveal new mechanism of consumers processing feature convergence and divergence information. The result contributes to understand the consumer behavior in the circumstance in which lack of honesty and credit and with the collective culture.(3) Discuss some independent variables and dependent variables which affect the feature convergence effect preliminarily, and explore the effect that influence to the choice difficulty and choice deferral. The result helps to improve the theory system of feature convergence effect.
引文
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