突出流行性还是稀缺性?——地理标志农产品地区典型性与广告诉求方式的匹配效应研究

Highlight popularity or scarcity?Research on the matching effect of regional typicality of geographical indication agricultural products and advertising appeal mode

地理标志农产品的本质特征在于产品与产地的关联性,但不同的地理标志农产品,消费者对其产品与产地关系的联想即地区典型性存有差异。针对地区典型性不同的地理标志农产品,如何采用配套的广告诉求方式以提升品牌传播的有效性?为此,本研究将地区典型性与广告诉求方式相匹配探究其对消费者态度的影响,以及这一影响发生的内在机制与边界条件。四个实验结果表明,当地理标志农产品的地区典型性高时,采用流行性诉求更能引发消费者对产品的积极态度,感知可靠性在其中起中介作用;当地理标志农产品的地区典型性低时,采用稀缺性诉求更能引发消费者对产品的积极态度,感知独特性在其中起中介作用。此外,产品属性在地区典型性与广告诉求方式对消费者产品态度的交互作用中起调节作用,高地区典型性与流行性诉求对消费者产品态度的交互作用在实用性属性下更显著,低地区典型性与稀缺性诉求对消费者产品态度的交互作用在享乐性属性下更显著。本研究为地理标志农产品消费行为研究提供了新的视角,同时对提升地理标志品牌价值及促进地理标志产业均衡发展具有实践意义。

In real life,consumers tend to associate a certain type of product with a particular country or region.Within the country,positive associations with a certain type of product and a particular region established by consumers can be referred to as“regional typicality”.The essential characteristic of geographical indication agricultural products is the association of the products and their place of origin.Consumers have different associations between the products and their place of origin,thus forming various regional typicality,eventually leading to their different attitudes towards the same type of geographical indication agricultural products from different regions.For geographical indication agricultural products with different regional typicality,how to adopt supporting advertising appeal mode to improve the effectiveness of brand communication is worth exploring.In this research,regional typicality and advertising appeal mode are matched to explore their interaction effect on consumers’attitudes,as well as the internal mechanism and boundary conditions of such an effect.Therefore,this research proposes that when the regional typicality of geographical indication agricultural products is high,the adoption of popularity appeal can trigger consumers’positive attitudes towards the products,during which the perceived reliability plays a mediating role.When the regional typicality of geographical indication agricultural products is low,the adoption of scarcity appeal can induce consumers’positive attitudes towards the products,during which the perceived uniqueness plays a mediating role.In addition,product attributes play a moderating role in the interaction effect between regional typicality and advertising appeal mode on consumers’attitudes towards the products.Four experiment studies were conducted in this research.In experiment 1,“navel orange”was used as the stimulus to explore how regional typicality(high vs.low)and advertising appeal mode(popularity vs.scarcity)affect consumers’purchase intention.Data analysis showed that when the regional typicality of geographical indication agricultural products was high,the adoption of popularity appeal could lead to high consumers’purchase intention.On the contrary,when the regional typicality of geographical indication agricultural products was low,the adoption of scarcity appeal could result in high consumers’purchase intention.In experiment 2,“ham”was used as the stimulus to explore how regional typicality(high vs.low)and advertising appeal mode(popularity vs.scarcity)affect consumers’willingness to pay a price premium.Our data indicated that the influence of high regional typicality and popularity appeal on consumers’willingness to pay a price premium towards geographical indication agricultural products was mediated by perceived reliability.On the contrary,the influence of low regional typicality and scarcity appeal on consumers’willingness to pay a price premium towards geographical indication agricultural products was mediated by perceived uniqueness.In experiment 3,“tea”was used as the stimulus to explore how regional typicality(high vs.low),advertising appeal mode(popularity vs.scarcity)and product attributes(utilitarian vs.hedonic)affect consumers’recommendation intention.The results demonstrated that product attributes moderated the interaction effect between regional typicality and advertising appeal mode on consumers’recommendation intention.The influence of high regional typicality and popularity appeal on consumers’recommendation intention was more significant under the utilitarian attribute condition.In contrast,the influence of low regional typicality and scarcity appeal on consumers’recommendation intention was more significant under the hedonic attribute condition.In experiment 4,“rice”and“hairy crab”were used as the stimuli to explore how regional typicality(high vs.low),advertising appeal mode(popularity vs.scarcity)and product types(utilitarian vs.hedonic)affect consumers’recommendation intention.By changing the manipulation mode,the moderating effect of product attributes was verified again.Taken together,from the perspective of“typicality”of geographical indication agricultural product origin,this research examined the interaction effect between regional typicality and advertising appeal mode on consumers’attitudes towards the products(purchase intention,willingness to pay a price premium,and recommendation intention)as well as related mechanism and boundary conditions through four experiments.In addition,this research also employed different types of stimuli(primary agricultural products and processed agricultural products)and the subject populations(student and general consumers),which provided a strong support for the matching effect of regional typicality and advertising appeal mode.This research provides not only a new theoretical perspective for investigating the consumption behavior of geographical indication agricultural products but also practical implications for enhancing the brand value of geographical indications and promoting the balanced development of geographical indication industry.