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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

Psychology of China / 2024,6(11): 2206-2215 / 2024-12-06 214 640

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• Authors: 林江涛¹      沈姚瑶¹      杨开心²      关荐¹     
• Information:

  1．宁夏大学教师教育学院，银川
  2．宁夏大学经济管理学院，银川

• 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。
• DOI: https://doi.org/10.35534/pc.0611248
• Cite: 林江涛，沈姚瑶，杨开心，等．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［J］．中国心理学前沿，2024，6（11）：2174-2183．