本研究主要在探討消費者從眾誘因與知覺風險的關係，並加以研究產品知識與外部參考價格是否會影響從眾與風險的關係。參考了過去的文獻後，本研究操作了兩種從眾誘因─資訊性誘因與規範性誘因—來看對消費者知覺風險的影響。用來研究的產品選定為畢業旅行，因為畢業旅行可同時激起兩種從眾誘因。在填答的過程中，填答者藉由閱讀本研究操作的從眾情境與價格，來衡量其後續的知覺風險（時間風險、財務風險、心理風險、產品風險、社會風險與整體風險）。另外，填答者還需衡量自身對於旅行的相關知識，以利本研究探討產品知識的干擾效果。
研究結果顯示，資訊性誘因比規範性誘因更能降低時間風險、財務風險與心理風險；而規範性誘因比資訊性誘因更能降低社會風險。兩種誘因下的從眾行為都能降低整體風險，但都無法降低產品風險。
產品知識的干擾效果也得到了本研究的支持。結果顯示，當填答者的產品知識較豐富時，其整體風險降低的幅度比產品知識較缺乏者小。另外，外部參考價格的干擾效果也很顯著。當填答者面對較低的外部參考價格時，其財務風險降低的幅度，比面對較高價格的填答者小。

This study investigated the effect of conformity incentives on perceived risk, and tested the moderating effect of product knowledge and external reference price on the relationship of conformity and perceived risk. Two incentives of conformity—informational and normative conformity—were manipulated in this study. Graduation trip was chosen to be the research product, because it can stimulate both incentives. In the questionnaire, respondents were asked to read the manipulated scenario and price, to evaluate their knowledge toward tourism, and then to measure their perceived risks (time, financial, psychological, product, social, and overall risk).
Results show that informational conformity can more effectively reduce time, financial, and psychological risk than normative conformity. Normative conformity can more effectively reduce social risk than informational conformity. Both incentives can reduce overall risk but can not reduce product risk.
The moderating of product knowledge on the relationship of conformity and overall risk is significant. Respondents with high product knowledge show smaller amount of risk reduction compared with respondents with low product knowledge. The moderating effect of external reference price on the relationship of conformity and financial risk is significant as well. Respondents facing low external reference price perceived smaller amount of risk reduction, compared with respondents occurring high external reference price.

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