代言类型对消费者功能性食品购买意愿的影响研究  

Research on the Influence of Endorsement Type on Consumers’Willingness to Purchase Functional Foods

作　　者：范公广[1] 李艳艳 FAN Gong-guang;LI Yan-yan(College of Economics and Management,Shihezi University,Shihezi 832003,Xinjiang,China)

机构地区：[1]石河子大学经济与管理学院,新疆石河子832003

出　　处：《石河子大学学报（哲学社会科学版）》2023年第6期75-82,共8页Journal of Shihezi University(Philosophy and Social Sciences)

基　　金：兵团社科基金重点项目“‘人口集聚’视角下南疆城市群品牌形象协同定位及传播策略研究”(20ZD06)。

摘　　要：在三年疫情影响下,消费者健康意识显著提升,对功能性食品需求量逐年攀升,但目前针对功能性食品消费意愿的研究较为不足。该文基于意义迁移模型和说服理论,深入探讨了代言类型对功能性食品消费意愿的影响机制及边界条件。结果表明:明星代言和专家代言均能有效提升消费者功能性食品购买意愿;感知价值在两者间起中介作用,且在明星代言影响消费者购买意愿过程中起完全中介作用;产品知识水平会负向调节代言类型对消费者感知价值及消费意愿的影响。Under the influence of the epidemic in the past three years,consumers’health awareness has been significantly improved,and their demand for functional food has increased year by year.However,there is a comparative shortage of studies on the consumption intention of functional food.Based on the meaning transfer model and persuasion theory,the influencing mechanism and boundary conditions of endorsement types on consumption intention of functional food were discussed.The results show that both celebrity and expert endorsement can effectively improve consumers’intention to buy functional food.Perceived value plays a mediating role between the two,and completely mediates the influence of celebrity endorsement on consumers’purchase intention.However,the product knowledge level will negatively moderate the influence of endorsement types on consumers’perceived value and consumption intention.

关 键 词：代言 感知价值 产品知识 购买意愿 功能性食品 

分 类 号：F713.55[经济管理—市场营销]