食品包装图案中传统文化元素描述性对感知健康的影响  

The Impact of the Descriptiveness of Traditional Cultural Elements in Food Packaging on Perceived Healthiness

作　　者：许梦梦 江红艳 刘恬 宋佳音 Xu Mengmeng;Jiang Hongyan;Liu Tian;Song Jiayin(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116,China;School of Art,Wuxi Taihu University,Wuxi 214064,China)

机构地区：[1]中国矿业大学经济管理学院,江苏徐州221116 [2]无锡太湖学院艺术学院,江苏无锡214064

出　　处：《外国经济与管理》2024年第6期112-133,共22页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(72072172);江苏省社会科学基金一般项目(20GLB005);中央高校基本科研业务费专项(2021ZDPYYQ006)。

摘　　要：“国潮”来袭,食品包装图案中使用传统文化元素的现象频繁出现,但不同案例所引发的市场反应却大相径庭。以往研究多聚焦于不同外在表现形式的传统文化元素(如色彩)对消费者反应的影响,而较少关注其描述性程度不同可能导致的差异性影响。基于意义迁移模型,本文发现食品包装图案中传统文化元素描述性通过纯粹真实性的中介作用于感知健康,进而影响消费者的购买意愿。而且,本土式(外国式)品牌名称在上述影响过程中发挥调节作用,同时健康(不健康)产品类型可作为上述效应的边界条件。本研究创新性地在食品包装视觉领域提出传统文化元素描述性构念,并揭示了传统文化元素描述性与消费者反应之间关系的“黑箱”,不仅促进了意义迁移模型的理论发展,而且为企业提供了细致化的产品包装设计策略借鉴。With the arrival of“national tide”,food packaging patterns with traditional cultural elements have frequently appeared in the marketing,but the marketing reactions are quite different.Previous studies have mostly focused on the impact of different external representations of traditional cultural elements(such as color)on consumer reactions,but less attention has been paid to the differential impact of the descriptiveness of traditional cultural elements.Therefore,this paper illustrates that the descriptiveness of traditional cultural elements has a positive effect on perceived healthiness with the mediating effect of pure authenticity,and thereby affects consumers'purchase intentions.Furthermore,such effect is moderated by domestic(vs.foreign)brands,while health(vs.unhealth)product type can be used as the boundary condition of the above effect.This paper contributes to the literature by creatively putting forward the construct of the descriptiveness of traditional cultural elements and revealing its application effect in food packaging,as well as enriching and expanding the studies of Meaning Transfer Model in the fields of product packaging visual marketing and health consumption.In addition,it provides practical implications for enterprises by providing more detailed strategies of traditional cultural elements in packaging design.

关 键 词：传统文化元素描述性 感知健康 纯粹真实性 品牌名称 产品类型 

分 类 号：F270[经济管理—企业管理]