摘要
食品包装作为消费者首先接触的视觉属性,在消费者购买决策中,起到了至关重要的作用。前人关于食品包装的研究大多聚焦于食品包装元素(如标签、名称)的作用,鲜有研究关注适当隐藏线索的重要性。本研究探讨了目前市场上大量涌现的伪装式包装对消费者购买意愿的影响及其潜在机制。通过三个实验发现:伪装式包装(vs非伪装式包装)会引起消费者短暂的感知不确定性,这种感知不确定性解决之后会产生享乐性体验(不确定性解决效用),进而提高消费者的购买意愿。此外,该效应会受到食品类型(美味食品vs健康食品)的影响。具体而言,当消费者购买美味食品时,伪装式包装引发的不确定性解决效用更强,相比非伪装式包装购买意愿更高。而当消费者购买健康食品时,伪装式包装(vs非伪装式包装)对购买意愿没有影响。
As the first visual attribute of consumers,food packaging plays a crucial role in consumers'purchasing decisions.Previous studies on food packaging mostly focused on the role of food packaging elements(such as labels and names),while few focused on the importance of properly hiding clues.This study investigated the influence of disguised packaging on consumers'purchase intention and its potential mechanism.Through three situational experiments,the following conclusions are drawn:disguised packaging(vs not-disguised packaging)will bring temporary uncertainty to consumers,which will produce hedonistic experience(i.e.,uncertainty resolution utility)after the resolution of the perceived uncertainty,thus increasing consumers'purchase intention,Moreover,the effect is,influenced by the type of food(tasty versus healthy).Specifically,when consumers buy delicious food,the uncertainty caused by disguised packaging is more effective to solve,and the purchase intention is higher than that of not-disguised packaging.However,when consumers buy healthy food,disguised packaging(vs not-disguised packaging)has no significant effect on purchase intention.
作者
李涵
陈通
青平
Li Han;Chen Tong;Qing Ping(College of Economics&Management,Huazhong Agricultural University,Wuhan,430070)
出处
《珞珈管理评论》
2020年第3期137-154,共18页
Luojia Management Review
基金
国家自然科学基金国际合作重点项目“作物营养强化对改善人口营养健康影响及评估研究”(项目批准号:71561147001)
2017年中国工程院重大战略咨询项目“华中地区食物安全可持续”(项目批准号:4005-35016010)
国家现代农业产业技术体系,藻类产业技术体系(CARS-50)的资助。
