The advance of technology has accelerated the development of hybrid products. Though more and more hybrid products have gained popularity in the market, the theoretical research has neglected the consumer cognition mechanism of hybrid products. Three specific studies were included. Specifically, the results of study 1 showed that categorization mode played direct mediation role when consumers evaluate the hybrid products. Specifically, when the property similarity is high, consumers would tend to categorize the hybrid product into existed product category, otherwise they would categorize the hybrid product into a totally new product category. The results of study2 showed that the product knowledge moderates the mediation role of the categorization mode. If the consumer has more hybrid product knowledge, they would more likely categorize the hybrid product in the existing product category; otherwise they would classify the hybrid product into a new product category. The results of study 3 showed that hybrid product promotion type would also moderate the mediation role of the categorization mode.%基于分类理论,探讨基于混合产品属性特征的分类模式如何影响消费者对混合产品的评价.研究一探讨了混合产品的消费者认知机制,发现消费者如何对混合产品进行分类是消费者进一步认知、评价混合产品的重要基础;研究二探讨混合产品分类模式的消费者知识边界,发现消费者的产品知识丰富程度会影响其对产品类别的划分;研究三探讨企业宣传策略(关系解释型/属性解释型)对混合产品分类模式的调节效应.
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