营销科学学报

• 论文 • 上一篇    

信息劝说方式对消费者态度的影响——基于产品知识水平的调节效应

王爽,陆娟,姜旭平   

  1. 王爽,中国农业大学经济管理学院,博士;贵州财经大学工商管理学院,副教授, Email:shuangking@126.com。
    陆娟,中国农业大学经济管理学院,教授, Email: lujuancau@163.com。
    姜旭平,清华大学经济管理学院,教授, Email: jiangxp@ sem.tsinghua.edu.cn。
  • 出版日期:2012-12-01 发布日期:2013-03-20

The impact of information persuasion on consumer attitudes——based on moderating effects of product knowledge

Wang Shuang, Lu Juan, Jiang Xuping   

  1. Wang Shuang, College of Economics and Management, China Agricultural University; College of Business Administration, Guizhou University of Finance and Economics;
    Lu Juan,College of Economics and Management, China Agricultural University;
    Jiang Xuping,College of Economics and Management, Tsinghua University.
  • Online:2012-12-01 Published:2013-03-20

摘要:

全文以食品营养标签信息作为研究对象,探讨了信息劝说方式对消费者态度的影响,系统的分析了信息对消费者态度的影响机理。相比趋利劝说,高感知风险信息采用避害劝说能获得更多积极态度;相比避害劝说,低感知风险信息采用趋利劝说能获得更多积极态度;产品知识水平越高,高感知风险信息采用避害劝说和趋利劝说的效果差异越大;产品知识水平越高,低感知风险信息采用避害劝说和趋利劝说的效果差异越小。

关键词: 食品营养标签信息, 感知风险信息, 信息劝说方式, 产品知识水平

Abstract:

This paper studies on food nutrition label information, and discusses the impact on consumers by information persuasion, analyzes the influence mechanism that the information impact on consumers systematically. Comparing with promotion claim, high perceived risk information could get stronger positive attitude of consumer by prevention claim. Comparing with prevention claim, low perceived risk information could get stronger positive attitude of consumer by promotion claim. The higher level of product knowledge, the more differences of consumer’s attitude between prevention claim and promotion claim used by high perceived risk information; the higher level of product knowledge, the less differences of consumer’s attitude between prevention claim and promotion claim used by low perceived risk information.

Key words: Food nutrition label information, Perceived risk information, Information persuasion, Product knowledge