| 冲突性信息对消费者信息搜索行为的影响——基于功能性食品健康声称的实证研究 |
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| 引用本文： | 江晓东,高维和,梁雪. 冲突性信息对消费者信息搜索行为的影响——基于功能性食品健康声称的实证研究[J]. 财贸研究, 2013, 24(2): 114-121 |
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| 作者姓名： | 江晓东 高维和 梁雪 |
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| 作者单位： | 上海财经大学国际工商管理学院,上海,200433 |
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| 基金项目： | 教育部人文社会科学基金青年项目"有关健康声称的信息冲突对消费者的影响研究"，教育部人文社会科学研究基金青年项目"企业家的'傻劲':最优水平及驱动因素研究"，国家自然科学基金青年项目"网络口碑对线上和线下渠道中产品销量的影响" |
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| 摘 要： | 通过实验法研究有关健康声称的冲突性信息是否以及如何影响消费者的行为。结果发现:当有关功能性食品健康声称的有效性存在相互冲突(相对于互补)的信息时,消费者的信息搜索倾向更强;认知闭合需要在冲突性信息对消费者信息搜索倾向的影响中起反向调节作用;消费者对健康元素的矛盾态度是有关功能性食品健康声称的冲突性信息对消费者信息搜索倾向影响的中介变量。
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| 关 键 词： | 健康声称 冲突性信息 认知闭合需要 矛盾态度 信息搜索 |
Effects of Conflicting Information on Consumers' Information Search Behavior: A Study Based on Functional Food Health Claims |
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| JIANG XiaoDong , GAO WeiHe , LIANG Xue. Effects of Conflicting Information on Consumers' Information Search Behavior: A Study Based on Functional Food Health Claims[J]. Finance and Trade Research, 2013, 24(2): 114-121 |
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| Authors: | JIANG XiaoDong GAO WeiHe LIANG Xue |
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| Affiliation: | JIANG XiaoDong GAO WeiHe LIANG Xue ( School of International Business Administration,Shanghai University of Finance and Economics,Shanghai 200433) |
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| Abstract: | This paper investigates whether and howconflicting information about functional ingredient influences consumer behavior through experimental method. The results from experimental study are as follows: (1) In the presence of conflicting ( versus complementary) information about efficacy of a particular functional ingredient,consumers are more likely to search new information. (2) Need for cognitive closure negatively moderates the effect of conflicting information on consumer's information search intention. (3) The attitudinal ambivalence about healthy ingredient mediates the effect of conflicting information on consumer's information search intention. |
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| Keywords: | health claims conflicting information need for cognitive closure attitudinal ambivalence information search |
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