食品信息边界对健康性感知及购买意愿的影响  

The Effect of Boundaries of Food Information on Perceived Healthiness and Purchase Intention

作　　者：李瑞芹 郭国庆 张秀兰 Li Ruiqin;Guo Guoqing;Cheung Sau Lan Fanny(Business School,Renmin University of China;College of Business,City University of Hong Kong,China)

机构地区：[1]中国人民大学商学院市场营销系 [2]香港城市大学商学院市场营销系,中国香港

出　　处：《营销科学学报》2022年第4期37-55,共19页Journal of Marketing Science

基　　金：中国人民大学重大规划项目(22XNLG08)的资助。

摘　　要：现有研究对于食品信息边界如何影响人们的信息处理过程以及人们对食品的评估缺乏足够的了解。本研究通过5个实验,针对不同食品类型和信息类型,验证了食品信息边界对健康性感知的负向影响作用(实验1),进而降低了购买意愿(实验2);其心理机制是食品信息边界增强了人们的约束感,激发了人们的心理抗拒,最终降低了人们的健康性感知(实验5);上述效应的边界条件为食品安全风险感知(实验3)。同时,本研究排除了视觉显著性的替代解释机制(实验4)。研究结论对于推进边界与食品相关领域的理论进展、指导食品企业进行包装设计有积极的启示价值。Existing literature have paid little attention to how boundaries affect people’s food information processing process and shape people’s food consumption preferences. This paper investigates the effect of boundaries of food information on perceived healthiness, and examines the serial mediating role of the sense of confinement and psychological reactance, as well as the boundary conditions of this effect through 5 experiments. The results show that:(1) boundaries of food information could reduce people’s perceived healthiness(Experiment 1 a, 1 b and 1 c) and purchase intentions(Experiment 2);(2) a sequential mediating effect demonstrates that food information boundaries could increase people’s sense of confinement, which triggers people’s psychological reactance and lower people’s perceived healthiness(Experiment 4 and 5);(3) food safety risk perception moderates the effect of the boundaries of food information on perceived healthiness(Experiment 3). Our research contributes to the literature of boundaries and food consumption, and provides important implications for the packaging design of the food enterprises.

关 键 词：食品信息边界 食品健康性感知 约束感 心理抗拒 食品安全风险感知 

分 类 号：F713.55[经济管理—市场营销] F416.82[经济管理—产业经济] F203