食品危机中调节焦点对衍生多样化寻求影响研究  

The Impact of Regulatory Focus on Derived Variety Seeking Behavior during Food Crisis

作　　者：姚唐[1] 邱琪[2] 郑秋莹[3] 曹花蕊[4] 李惠璠[5] 

机构地区：[1]北京航空航天大学经济管理学院,北京100191 [2]首都经济贸易大学工商管理学院,北京100070 [3]北京中医药大学管理学院,北京100029 [4]天津师范大学管理学院,天津300074 [5]南开大学国际商务研究所,天津300457

出　　处：《软科学》2014年第8期32-35,共4页Soft Science

基　　金：国家自然科学基金项目(71202015;71232008;71102032;71372098);教育部高等学校博士学科点专项科研基金项目(20121102120022);中央高校基本科研业务费项目(YWF-13-D2-RW-6);天津市哲学社会科学规划项目(TJGL12-094)

摘　　要：以调节焦点理论为基础,通过对来自5个城市的646份问卷的实证研究,探讨消费者对食品显性质量和隐性质量的感知水平,以及因食品质量安全危机产生的心理和行为变化,建立并验证消费者衍生多样化寻求行为的理论机制。结果表明,消费者更为关注隐性食品感知质量,相比显性食品质量,它更容易引起感知风险和认知失调,并进而影响调节焦点,这其中防御焦点相比促进焦点会对消费者衍生多样化寻求行为产生较大影响。Based on the theory of regulatory focus, through empirical research about 646 questionnaires from five cities, this paper explores the general consumers＂ perspective level of dominant food quality and hidden food quality, psychological and behavioral changes due to food quality safety crisis, develops and validates the theoretical mechanism of the consumer＇ s de- rived variety seeking behavior. The empirical results show that the perceived recessive food quality, which consumers are more concerned about, more likely to cause consumer perception of risk and the generation of cognitive dissonance than perceived dominant food quality, and thus affect the regulatory focus, of which compared to promotion focus, prevention focus has the greater impact on consumer derived variety seeking behavior.

关 键 词：食品安全 感知质量 调节焦点 衍生多样化寻求 

分 类 号：F713.55[经济管理—市场营销]