文章从属性同异线索切入,通过分析消费者的推断和情绪过程,分别从风险稀释和后悔规避角度探讨属性趋同效应的内在机理,揭示出在高感知风险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,从而使风险稀释和后悔规避驱动消费者在高感知风险情形下选择属性趋同产品,形成属性趋同效应. By analyzing the consumers’ deductions and emotions processes, this paper explores the intrinsic mechanism of the property convergence effect from the perspectives of risk dilution and regret evasion respectively, and reveals that the perceived risk of product convergence is lower than that in the case of high perceived risk Attribute divergent product, attribute convergent product is less regrettable than attribute divergent product, so that risk dilution and regret avoidance drive consumers to choose attribute convergence product under high perceived risk, forming attribute convergence effect.