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| Mechanism of Feature Convergence Effect Based on Regret Theory
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| SUN Hongjie,CHOU Tingjui,SUN Yan |
| 1. Chongqing Technology and Business University, Chongqing， China; 2. Commerce Development
Research Institute, Taipei，China; 3. Chongqing Three Gorges University, Chongqing, China |
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Abstract 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 divergence 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.
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Received: 16 June 2013
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2015, Vol. 12 
