邹鹏,刘静文,刘鸿雷,卢晴晴,等.促进型与防御型功能声称对消费者购买意愿的影响:营养知识的调节作用[J].管理科学,2017,30(5):67-76
促进型与防御型功能声称对消费者购买意愿的影响:营养知识的调节作用
How Promotion-focused vs.Prevention-focused Function Claims Impact Consumer Purchase Intention: The Moderate Effect of Nutrition Knowledge
投稿时间:2016-12-12  修订日期:2017-07-13
DOI:
中文关键词:  消费者购买意愿  促进型功能声称  防御型功能声称  营养知识
英文关键词:consumer purchase intention  promotion-focused function claims  prevention-focused function claims  nutrition knowledge
基金项目:国家自然科学基金(71272174,71672047)
作者单位E-mail
邹鹏 哈尔滨工业大学 管理学院哈尔滨 150001 zoupeng@hit.edu.cn 
刘静文 哈尔滨工业大学 管理学院哈尔滨 150001 crmhit2016@126.com 
刘鸿雷 大连外国语大学 经济与管理学院辽宁 大连 116004 honglei.liu2010@hotmail.com 
卢晴晴 哈尔滨工业大学 管理学院哈尔滨 150001 luqq@163.com 
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中文摘要:
      尚未有相关研究深入探索功能声称与消费者购买意愿的关系。基于动机目标层面,将功能声称分为促进型功能声称和防御型功能声称两种形式。依据详尽可能性模型,将消费者营养知识作为调节变量。
根据研究内容,设计两组实验探究促进型声称与防御型声称对消费者购买意愿的影响差异,通过为消费者提供具体的购物情景测量消费者的购买意愿。研究1检验功能声称对消费者购买意愿的影响,研究2测试促进型功能声称与防御型功能声称对消费者购买意愿的影响差异。
研究结果表明,功能声称对消费者购买意愿具有积极影响;营养知识能够增强功能声称对消费者购买意愿的影响;相对于防御型声称,促进型声称对消费者购买意愿的积极影响更强;相对于标注防御型声称的食品,消费者拥有的营养知识越多,越会倾向于选择标注促进型声称的食品。
依据研究结论,建议食品生产商可以为食品标注促进型声称,此举在提升消费者福祉的同时,能够提升自身食品销量;营养知识作为提升消费者认知水平的一个重要衡量因素,国家和企业可以通过各种社会媒体进行知识传播,从而提升居民营养知识水平。
英文摘要:
      Prior research has provided few details on the relationship between statements of function claims and consumer purchase intention. This article investigates the role of function claims by categorizing function claims into two types from the motivational goal perspective-i.e., promotion-focused function claims and prevention-focused function claims. Furthermore, it exploits the moderate influence of consumer nutrition knowledge based on the elaboration likelihood model.
We used two studies to investigate how consumers respond to promotion-focused vs.prevention-focused function claims. In particular, our study simulated shopping scenarios and measured each individual′s knowledge level on nutrition information. Study 1 tested the effect of function claims on consumer purchase intention, while study 2 examined the effects of promotion-focused and prevention-focused function claims on consumer purchase intention.
We found ①function claims have a positive influence on consumer purchase intention, ②nutrition knowledge can enhance the effect of function claims on purchase intention, ③promotion-focused function claims lead to higher purchase intention than prevention-focused function claims in food purchase, ④nutrition knowledge consumer have increase higher purchase intention when they are towards promotion-focused function claims than towards prevention-focused function claims.
Theoretical and managerial implications of the findings are also discussed. Manufacturers should present more promotion-focused function claims to consumers. Moreover, the claims presented on a package could reduce confusion and enhance purchase decisions that is more favorable. Furthermore, government and companies should form a collaboration that actively promote nutrition knowledge information through social media to expand health education and convey nutrition knowledge to consumers.
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