摘要
作物营养强化食物对于消除微量元素缺乏导致的隐性饥饿、提高人口营养健康水平方面具有不可替代的重要作用。但是国内消费者普遍缺少对作物营养强化食物的认知,对作物营养强化食物的接受度和购买意愿也较低,因此需要加强对作物营养强化食物的沟通与宣传。本研究将作物营养强化的沟通信息分为了保健型和提升型两类,通过实验研究发现,提供作物营养强化食物的沟通信息能够显著提高消费者的购买意愿,并且这种影响受到消费者调节定向的调节作用。其中,对于保健型作物营养强化沟通信息,启动消费者预防型调节定向更能够提高其购买意愿;对于提升型作物营养强化沟通信息,启动消费者促进型调节定向更能够提高消费者的购买意愿,同时决策正确感在其中起到了重要的中介作用。
The development of biofortification food have great impact on removing hidden hunger and improving human health. The research about biofortification emerge recently, consumers generally lack awareness of biofortification,resulting in lower acceptance and purchase attention,so is need to communicate and propagandize the information about biofortification food. This study divides the publicity information into two types of health-care and promotion. By using empirical research methods,it is found that providing the information of biofortification food can effectively improve the purchase intention, and this effect is moderated by regulatory focus. Among, for health-care information, is better to motivate prevention focus; for promotion information, is better to motivate promotion focus. Feeling right of functional and emotion play an important role as mediator.
出处
《珞珈管理评论》
CSSCI
2018年第2期120-131,共12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)
国家自然科学基金项目“农产品伤害事件的外溢效应对产业集体品牌资产的损害与补救研究”(项目批准号:71073064)
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)的资助
关键词
作物营养强化沟通信息
消费者调节定向
决策正确感
购买意愿
Biofortification food communicate information
Consumer regulatory focus
Decision feeling right
Willingness to purchase