惊喜还是惊吓？消费情境与食品类型对临期食品购买意愿的影响
Surprise or Shock? The Influence of Consumption Context and Food Type on Consumers’ Willingness to Purchase Nearexpired Food
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- Keywords: Near - expired food; Blind box; Food type; Perceived risk临期食品; 盲盒; 食品类型; 感知风险
- Abstract: The sales and disposal of near - expired food is an important topic to reduce food waste and promote economic development. This study aims to examine the relationship between consumption situation and food type and consumers’ willingness to buy near - expired food, and test the mediation effect of perceived risk and the moderation effect of other people’s evaluation. This study is based on the theory of clue utilization, three series of research results show that : (1) hedonistic near - expired food is more closely related to the blind box situation, and practical near - expired food is more closely related to the non - blind box situation, that is, there is an implicit connection between “blind box - hedonism” and “non - blind box - practical”; (2) the willingness to buy under the blind box situation is higher than that of non - blind box situation, and the willingness to buy hedonistic near - expired food is higher than that of practical near - expired food, and the perceived risk plays a mediation effect in the relationship between the consumption situation and consumers’ willingness to buy near - expired food; (3) Other people’s evaluations play a moderation effect between the consumption situation and food type and consumers’ willingness to buy near - expired food, that is, negative review - disagree evaluation of others will promote consumers’ willingness to buy hedonistic and practical near - expired food in blind box and non - blind box situations. The conclusion of the study can provide important practical inspiration for the strategy formulation of merchants in term food marketing.临期食品的销售与处理是减少食品浪费、促进经济发展的重要课题。本研究旨在考察消费情境和食品类型与消费者临期食品购买意愿的关系，并检验感知风险的中介作用和他人评价的调节作用。本研究基于线索利用理论，通过3个系列研究结果显示：（1）享乐型临期食品与盲情境联系更紧密，实用型临期食品与非盲盒情境联系更紧密，即存在“盲盒—享乐”与“非盲盒—实用”的内隐联结；（2）盲盒情境下的购买意愿高于非盲盒情境，且享乐型临期食品的购买意愿高于实用型临期食品，感知风险在消费情境与消费者临期食品购买意愿起中介作用；（3）他人评价在消费情境和食品类型与消费者临期食品购买意愿之间起调节作用，即差评—不赞成的他人评价类型会促进盲盒和非盲盒情境下消费者对享乐和实用型临期食品的购买意愿。研究结论可为商家在临期食品营销的策略制定提供重要的实践启示。
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科研立项
感知社会善念对人际决策的影响研究
The Influence of Perceived Social Mindfulness on Interpersonal Decision-making
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- Keywords: Social mindfulness; Interpersonal decision-making; Interpersonal trust; Helping behavior; Personal impression社会善念; 人际决策; 人际信任; 助人行为; 人际印象
- Abstract: Social goodness refers to the behavior that individuals pay attention to, respect and protect the needs and rights of others in good faith in interpersonal interaction. The implementation of social goodness helps to enhance the cooperative behavior of others.In order to test the influence of perceived social goodness on interpersonal decision-making, we set up an interactive game situation between "giver and receiver". Through manipulating social goodness level, trust game, charitable giving and self-reported questionnaire were used to measure the trust level and interpersonal decision-making of the recipients in the process of interaction.The results showed that compared with the low social goodness group, participants in the high social goodness group showed higher levels of trust, higher donations, and better interpersonal impression of the doer.社会善念是个体在人际互动中充满善意地关注、尊重并保护他人选择的需要和权利的行为，通过实施社会善念有助于提升他人的合作行为。为检验感知社会善念对人际决策的影响，本实验设置了“施—受”双方的互动博弈情境，通过操纵社会善念水平，分别利用信任博弈和慈善捐助、自我报告的问卷测查接受者在互动过程中的信任水平和人际决策。结果发现：相比于低社会善念组，被试在高社会善念组中表现出更高的信任水平和更高的捐助额、对实施者的人际印象更好。
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