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

With the "stuck- in-the-middle " strategy is supported by theory and empirical data , the classical paradigm " generic competitive strategy" in the field of competitive strategy was questioned and challenged , and differentiation strategy is immersed in dilemma such as missing condition, boundaries unknown，common and differentiation imbalance, interval decision,and perception absence. With a consumer feature perception perspective, and using the latest theories of context effects, we try to deconstruct the multiple value of features ,promote the development of differentiation decisions.We define and validate the feature divergent effect , and then deconstruct features from multi-utility, such as perceptual, functional , emotional , symbolic and other dimensions, and reveal the consumer-driven mechanism of muti-utility. Next, we build two-way interactive system of context effects , and reveal the interaction mechanism and influence to consumers. Finally, the different borders are determined according to different utility, feature convergence-divergence decision making model is put forward. This project promotes the research of context effects driven by convergence and divergence features, and converts single utility to multi-utilities, and puts context effect from unidirectional to bidirectional interaction studies. The decision-making model of feature convergence or divergence, promotes differentiation decision perspective from capacity to consumer feature perception, from condition absence to condition limited, from imbalance into balance between convergence and divergence features, from interval decision to point decision. It is novel in perspective, thinking and decision point.

随着"夹在中间"战略被理论和实证所支持，竞争战略领域的经典范式"一般竞争战略"受到质疑和挑战，差异化战略陷入了条件缺失、界限不明、同异失衡、区间决策和感知缺位五大困境。课题采用消费者属性感知的视角，应用并发展情境效应最新理论，以多元化的效用解构，推进差异化决策发展。课题提出并验证属性趋异效应，从知觉、功能、情感、象征等维度解构同异属性的多元效用，揭示效用驱动机理，构建双向情境效应的交互体系，揭示其交互机理及对消费行为的影响，最后确定不同效用的作用边界，构建属性同异决策模型。 课题全面推进同异属性驱动的情境效应研究，把同异属性的单一效用发展为多元效用，把情境效应的单向分散研究发展到双向交互研究；构建属性同异决策模型，推动差异化决策从资源能力视角转变为消费者属性感知视角，从条件缺失转变为条件界定，从同异失衡转变为同异均衡，从区间决策转变为点决策，实现了决策视角、决策思维和决策点的创新。

随着“夹在中间”战略被理论和实证所支持，竞争战略领域的经典范式“一般竞争战略”受到质疑和挑战，差异化战略陷入了条件缺失、界限不明、同异失衡、区间决策和感知缺位五大困境。针对差异化战略的误区和困境，本课题采用消费者属性感知的视角，应用并发展情境效应最新理论，对多种感觉通道的交互研究进行了述评，验证了属性趋异效应的存在性，揭示了属性趋同效应的预期后悔规避机理，从知觉、功能、情感、体验、社会等维度解构同异属性的多元效用，并研究了感知风险、信息处理模式、产品类型、自我建构与知识完备性等因素对双向情境效应的交互影响。课题还研究了生产者个性特征（独特属性）对消费者感知的影响，并从社会影响角度揭示了混合参照群体对消费者的双向影响机理。最后确定不同属性效用的作用边界，指出了传统差异化策略的误区，并结合相关理论探讨了企业的属性同异决策。. 课题全面推进同异属性驱动的情境效应研究，把同异属性的单一效用发展为多元效用，把情境效应的单向分散研究发展到双向交互研究，推动了情境效应理论的发展和完善。改变了传统差异化思维，从属性层面构建属性同异决策模型，推动差异化决策从资源能力视角转变为消费者属性感知视角，从条件缺失转变为条件界定，从同异失衡转变为同异均衡，从区间决策转变为点决策，实现了决策视角、决策思维和决策点的创新。