“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

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 main effect.Study 2 confirms the mediating mechanism of mental imagery while ruling out empathy as an alternative explanation,thereby enhancing the internal validity of the findings.Study 3 employs a scenario experiment to verify the moderating effect of recipients’attitudes towards poverty alleviation in the relationship between the influences of communication styles on the perceptions of agricultural product quality.Study 4 examines the moderating effect of the consumers’focus on of poverty alleviation product(charitable value vs.functional value)in the interaction between communication styles and recipients’attitudes on the perception of agricultural product quality.The research findings reveal that:(1)Different communication styles significantly influence the perceived quality of poverty alleviation agricultural products;the aesthetic and poetic communication style enhances consumers’perception of agricultural product quality,while the rustic and authentic communication style has the opposite effect.(2)Mental imagery mediates the influence of different communication styles on the perceived quality of poverty alleviation agricultural products.(3)Recipients’attitudes towards poverty alleviation and consumers’focus on the value of agricultural products moderate the effect of communication styles on the perception of agricultural product quality.A self-reliance attitude enhances the positive impact of the aesthetic and poetic communication style on the perception of agricultural product quality,while weakening the negative impact of the rustic and authentic communication style.Conversely,a seeking-help attitude diminishes the positive impact of the aesthetic and poetic communication style and exacerbates the negative impact of the rustic and authentic communication style on the perception of agricultural product quality.(4)Consumers’focus studies indicate that when consumers prioritize the functional value of products,pairing the aesthetic and poetic communication style with a self-reliance attitude towards poverty alleviation strengthens consumers’positive perception of poverty alleviation agricultural product quality.Conversely,pairing the rustic and authentic communication style with a seeking-help attitude towards poverty alleviation reinforces consumers’negative perception of poverty alleviation agricultural product quality.While,if consumers prioritize the charitable value of products,they are more will be more inclined to realize the purpose of helping farmers by consuming products and services from poor areas,correspondingly weakening their requirements for product quality,leading to a decrease in both positive and negative perceptions of product quality.The current research makes important theoretical contributions and practical implications.Firstly,this research focuses on the perspective of the mechanism of consumers’perception of poverty alleviation agricultural product quality,and this shift in perspective helps to identify the crucial antecedent factors for market acceptance of such products.Secondly,it conducts a comparative study on the dissemination effects of two distinct poverty alleviation communication styles widely prevalent on new media platforms,thereby enriching the research on marketing communication effectiveness.Furthermore,this paper verifies that the underlying mechanism through which poverty alleviation communication styles affect the perception of agricultural product quality is mental imagery,distinct from the motivation mechanisms established in literature based on a charitable perspective.Finally,unlike prior studies that primarily emphasize poverty alleviation labels or channels from social-political and welfare perspectives on the perception of poverty alleviation agricultural product quality,this research,from the perspective of poverty alleviation agricultural products marketization,reveals the moderating mechanism of poverty alleviation attitudes by poverty alleviation communication styles on the perception of agricultural product quality,thereby expanding the new dimensions of sustainable development through consumption-driven poverty alleviation.This research also has important practical implications.This research provides operational suggestions for governments and non-profit organizations in shaping poverty alleviation communication styles,enhancing consumer perceptions of agricultural product quality,and ultimately establishing sustainable targeted poverty alleviation mechanisms.Firstly,sustainable development of consumption-driven poverty alleviation must prioritize consumers’perception of product quality rather than merely focusing on purchase intentions.When promoting poverty alleviation agricultural products,the new media should try to minimize conveying information that elicits sympathy for poor areas characterized by barrenness,backwardness,and primitiveness,which may interfere with perceptions of product quality.Instead,emphasis should be placed on enhancing the aesthetic and poetic imagery,which aids in establishing a high-quality image for poverty alleviation agricultural products.Secondly,effective poverty alleviation measures hinges on empowering impoverished farmers to achieve prosperity through their own initiative,employing an“empowerment through education and support”approach.Finally,media strategies for poverty alleviation should move away from relying on charitable donation models that capitalize on public sympathy,emphasizing instead the long-term effects of poverty alleviation and wealth creation driven by market mechanisms.Governments should facilitate consumption-driven poverty alleviation by establishing incentive and regulatory mechanisms,guiding market participants towards standardized and orderly participation rather than spontaneous growth.