信誉标签结构线索对消费者健康食品购买意愿的影响研究

The Research on the Effect of Cues of Credence-label Structure on Consumers’Purchase Willingness of Healthy Foods

"民以食为天""食以安为先",食品安全问题历来备受关注,消费者在食品选择或消费时会努力寻找各种证明食品安全的有效线索,其中信誉标签结构线索(Cues of Credence-label Structure)是消费者较为重视的有效线索。从实践看,虽然已有研究表明消费者对食品信誉标签结构线索持积极态度,由于信息不对称仍然存在消费者无法准确评估信誉标签结构线索而产生消费决策偏差的现象,在一定程度上限制了消费者的决策质量与消费满意。本文基于证实性偏差理论提出信念一致性框架模型,试图探索信誉标签结构线索与健康食品争议类型的交互作用及信念一致性的中介机制。研究结果表明,在信誉标签结构线索(产品层面与成分层面)与健康食品争议类型(无争议健康食品与有争议健康食品)交互作用下,消费者会对健康食品的购买意愿产生差异:产品层面,信誉标签线索在无争议的健康食品消费情境中存在证实性偏差,导致更强的健康信念一致性,并在健康信念一致性的中介作用下,对消费者健康食品购买意愿产生积极影响;成分层面,信誉标签线索在有争议的健康食品消费情境中不存在证实性偏差,导致更弱的不健康信念一致性,并在不健康信念一致性的中介作用下,对消费者健康食品的购买意愿产生积极影响。这些研究结论在深化和拓展信誉标签结构线索等理论体系及其适用边界的同时,对消费者健康和福利及企业营销实践等具有重要意义。

"Food is the basic of the people,security is the basic of the food",focusing on food safety issues,an increasing number of consumers tend to explore and seek effective clues to prove food safety during their food consuming process,cues of credence-label structure refer to food packaging play a significant role in current food marketing systems.From practical perspective,despite numerous researches have been contributed that consumers represent positive attitude towards cues of credence-label structure,it is difficult for consumers to assess cues of credence-label structure accurately because of differences in information disclosure mechanisms,leading to results of misunderstandings and cognitive bias,which in turn,have affected consumers’decision-making quality and satisfaction.Therefore,this paper presents a conceptual framework of belief consistency on the basis of confirmation bias theory,and also proposes the interaction between cues of credence-label structure and different types of healthy foods,as well as the intermediary mechanism of belief consistency.The results of two experiments confirm that consumers’purchase intentions for healthy food vary to some extent,under the interaction between cues of credence-label structure(product-level credence-label cues and ingredient-level credence-label cues)and different types of healthy foods(non-controversial healthy foods and controversial healthy foods).Specifically,in the non-controversial healthy food processing context,the presence of product-level credence-label cues will result in the existence of confirmation bias,greater perception of healthy belief consistency and higher purchase intentions of healthy foods,which have been mediated by healthy belief consistency accordingly.In the controversial healthy food processing context,the presence of ingredient-level credence-label cues will result in the inexistence of confirmation bias,lower perception of unhealthy belief consistency and higher purchase intentions of healthy foods,which have been mediated by unhealthy belief consistency accordingly.The paper not only offers a significant tool for researchers to enrich relevant theories in the field of Cue s of Credence-Label Structure conceptual framework constantly,but also discusses practical implications for enterprise marketing,and additionally crucial for consumers’health and welfare.