营养标签标注对消费者健康食品购买意愿的影响--基于能力感知与温暖感知的中介作用  

The Influence of Nutrition Labeling on Consumers Purchase Intention of Healthy Food:Mediation Effect of Perceived Competence and Warmth

作　　者：李涵 唐一凡 青平[3] Li Han;Tang Yifan;Qing Ping(School of Economics and Management,Huzhou University;School of Management,Fudan University;College of Economics and Management,Huazhong Agricultural University)

机构地区：[1]湖州师范学院经济管理学院 [2]复旦大学管理学院 [3]华中农业大学经济管理学院

出　　处：《南开管理评论》2024年第4期41-52,共12页Nankai Business Review

基　　金：国家社会科学基金重大项目(22&ZD079);湖州市2024年度社科规划预立项课题(24hzghy254)资助。

摘　　要：营养标签正逐渐成为健康食品企业与消费者沟通的重要体现。学术界将营养标签分为客观型和评估型两种类型,但前人的研究尚未就企业应该标注何种营养标签以促进消费者购买健康食品这一核心问题达成一致结论。本研究拟从企业能力感知与企业温暖感知相权衡的角度出发,探索营养标签对消费者健康食品购买意愿的影响及其中介机制和调节变量。通过2个预实验和4个正式实验证明,企业标注客观型(vs.评估型)营养标签一方面会通过增加企业能力感知促进消费者对健康食品的购买,另一方面也会通过减少企业温暖感知降低购买意愿。此外,关系规范和相对价格调节了(客观型vs.评估型)营养标签对消费者健康食品购买意愿的影响。最后,本研究提出了一个系统的理论框架以协调前人研究结论的不一致,丰富了营养标签的文献,拓展了刻板印象内容模型的适用范围;在实践上对政府和企业的健康食品营养标签标注提供了可行建议,也对消费者树立健康饮食理念具有提醒作用。To help consumers distinguish and choose healthy foods,some companies label the front of food packaging with Health Selection Labels and other evaluative nutrition labels.Evaluative nutrition labeling has also become an effective strategy for food companies to sell healthy food.However,from market reactions,healthy foods with objective nutrition labels such as Fact Up Front labels are actually more favored by consumers in some cases.It can be seen that the question of which nutrition label should be labeled on the front of healthy food packaging by enterprises(evaluative vs.objective)may have different answers in different situations.However,existing literature has not reached a consensus on this issue.Some studies have found that companies labeling evaluative nutrition labels can better promote consumers to purchase healthy food,but some studies have reached the opposite conclusion,finding that consumers prefer healthy food labeled with objective nutrition labels.For this purpose,this study compared the differences in the impact of different types of nutrition labels labeled by enterprises on consumer willingness to purchase healthy food,and further revealed the mediating mechanism and moderating variables of this impact.This study validated the research hypothesis through two pilot experiments and four formal experiments.Pilot experiment 1 found essential differences in comprehensibility and informativeness between evaluative and objective nutrition labels by manipulating the labeling types of nutrition labels.Pilot experiment 2 showed that consumers can pay attention to the nutrition labels of healthy foods in the stimulating materials.Experiment 1 used whole wheat bread as a stimulus material to demonstrate the impact of nutrition labeling on consumer willingness to purchase healthy food,as well as the competing mediating role of perceived corporate competence and perceived corporate warmth.Experiment 2a provided preliminary evidence that using oatmeal sticks as a stimulating material to demonstrate that cons

关 键 词：客观型营养标签 评估型营养标签 健康食品 企业温暖感知 企业能力感知 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]