信息沟通类型对功能型农产品购买决策的影响研究

Research on the Influence of Information Communication Types on Purchase Decision of Functional Agricultural Products

作物营养强化农产品作为一种功能型农产品,可以有效减轻微量营养素缺乏的状况。但作物营养强化可能会造成农产品外观、颜色、味道等的改变,消费者对其购买意愿并不高。为了有效增强消费者购买意愿,就必须了解不同信息沟通类型对购买意愿的影响。以作物营养强化玉米为例,基于消费者调查数据,运用实验研究方法,实证检验信息沟通类型对消费者购买意愿的影响。结果表明:信息沟通类型显著增强消费者购买意愿,微量营养素缺乏程度高的消费者面对以问题为中心的信息沟通时,购买意愿会增强;微量营养素缺乏程度低的消费者暴露于以情绪为中心的信息沟通时,购买意愿会增强。流畅性在信息沟通类型与购买意愿之间起到了中介作用。

As a functional agricultural product,biofortified agricultural products can effectively alleviate the situation of micronutrient deficiency.However,biofortified nutrition may change the appearance,color and taste of agriculatral products,and consumers are not so willing to buy them.In order to enhance consumers’purchase intention,it is necessary to understand the impact of different types of information communication on it.Taking biofortified maize as an example,this paper,based on the survey data of consumers,uses experimental research methods to test the impact of information communication types on consumers’purchase intention.The results show that information communication types significantly enhance consumers’willingness to buy.The purchase intention of consumers with high levels of micronutrient deficiency will increase through problem-focused information communication,while that of consumers with low levels of micronutrient deficiency will increase through emotion-focused information communication.Fluency plays an intermediary role between information communication type and purchase intention.