广告信息框架对有机食品购买意愿的影响机制研究  

Study on the Influence Mechanism of Advertising Message Framing on Organic Food Purchase Intention

作　　者：余伟萍 毛振福 YU Wei-ping;MAO Zhen-fu(Business School,Sichuan University,Chengdu 610064;School of Management,Henan University of Urban Construction,Pingdingshan 467036)

机构地区：[1]四川大学商学院,成都610064 [2]河南城建学院管理学院,河南平顶山467036

出　　处：《软科学》2019年第1期130-133,共4页Soft Science

基　　金：国家自然科学基金项目(71372189)

摘　　要：运用问卷调查法对广告信息框架对有机食品购买意愿的影响进行了实证研究。结果发现:相对于得益框架,消费者面对损失框架时有机食品购买意愿更高;消费者感知利益(健康利益和环境利益)在广告信息框架对有机食品购买意愿的影响中起到了中介作用;消费者调节定向和有机产品知识在广告信息框架对有机食品购买意愿的影响中起到了调节作用。This paper empirically analyzes the mechanism of advertising message framing on consumers'purchase intention of organic food by questionnaire method.Results show that,compared with gain frame,consumers shows higher purchase intention in the face of loss frame.Consumers'perceived benefits (health benefits and environment benefits)act as a mediator in the advertising message framing on purchase intention toward organic food.Besides,consumers'regulatory focus and organic knowledge would moderate the effects of advertising message framing towards green purchase intention.

关 键 词：信息框架 感知利益 调节定向 有机产品知识 购买意愿 

分 类 号：F713[经济管理—产业经济]