“诗意唯美”还是“简陋本真”?扶贫宣传风格对农产品质量感知的影响  

“Aesthetic and Poetic”or“Rustic and Authentic”?The Impact of Poverty Alleviation Communication Styles on the Perception of Agricultural Product Quality

作　　者：王大海 段珅 姚唐[3] 曹花蕊[4] Wang Dahai;Duan Shen;Yao Tang;Cao Huarui(School of Economics and Management,Tiangong University;School of Business Administration,Zhongnan University of Economics and Law;School of Economics and Management,Beihang University;MOE Key Laboratory of Complex System Analysis and Management Decision,Beihang University;School of Management,Tianjin Normal University)

机构地区：[1]天津工业大学经济与管理学院 [2]中南财经政法大学工商管理学院 [3]北京航空航天大学经济管理学院复杂系统分析与管理决策教育部重点实验室 [4]天津师范大学管理学院

出　　处：《南开管理评论》2024年第4期27-40,共14页Nankai Business Review

基　　金：国家自然科学基金项目(72372004);教育部人文社会科学研究青年基金项目(21YJC630156);教育部人文社会科学研究基金项目(21YJA630003)资助。

摘　　要：理论界鲜有研究关注扶贫宣传风格是否影响消费者对扶贫农产品质量感知。基于常人理论和线索利用理论,本研究聚焦消费扶贫中宣传者、受助者、消费者三方的互动关系,通过二手数据分析、田野研究、在线实验和情景实验,验证了新媒体时代下不同类型扶贫宣传风格影响农产品质量感知的作用机制,研究发现诗意唯美的扶贫宣传风格会提升消费者对农产品质量的感知水平,简陋本真的扶贫宣传风格则效果相反,而心理意象起到了中介作用。研究还证实了受助者脱贫态度以及消费者对农产品价值的关注焦点对扶贫宣传风格影响农产品质量感知的调节作用。研究结论为优化精准扶贫宣传策略、助力乡村振兴提供了理论指导和管理启示。With the popularization of mobile Internet and changes in information dissemination methods,short video platforms such as TikTok and Kwai,have become an important medium for poverty alleviation agricultural product consumption communication.The new media have gradually formed many kinds of communication styles by publicizing the production and lifestyle of poor areas and local special agricultural products,among which the most prominent are the“aesthetic and poetic”communication style represented by Li Ziqi and“rustic and authentic”communication style represented by Zhang Tongxue.According to the cue utilization theory,the communication of the current production and living conditions in poor areas will provide consumers with specific contextual cues about product quality,thereby influencing their perceptions of the quality of local agricultural products.Product quality is one of the most critical factors influencing consumers’purchase decisions and directly impacts farmers’income and poverty alleviation.This research,based on lay theory and cue utilization theory,investigates the impact of different poverty alleviation communication styles(aesthetic and poetic vs.rustic and authentic)on consumers’perceptions of agricultural product quality.It also examines the moderating effects of recipients’attitudes towards poverty alleviation(self-reliance vs.seeking-help)and consumers’focus(charitable value vs.functional value).The findings reveal the mechanisms of different types of poverty alleviation communication styles in the new media era influencing the perception of agricultural product quality.A total of four studies were conducted for this paper,including one field study,two online experiments,and one scenario experiment.Study 1,through a field study of sampling of agricultural products,demonstrates significant differences in respondents’willingness to taste under different communication styles.Additionally,Study 1 includes a neutral communication style for the poor areas to further validate the

关 键 词：扶贫宣传风格 农产品质量感知 常人理论 心理意象 

分 类 号：D422.6[政治法律—政治学] F323.8[政治法律—国际共产主义运动] F322[经济管理—产业经济]