定价方式影响消费者购买临期食品意愿研究

临期食品是在保质期范围内，临近保质期限定日期的食品。消费者对于临期食品的过度丢弃是造成食物浪费的重要原因之一，合理促进临期食品消费能够在很大程度上缓解食物浪费问题。价格作为消费者购买临期食品过程中主要关注的外部线索之一，对消费者购买临期食品起决定性作用。本研究基于语义启动理论，探讨了不同的定价方式对消费者临期食品购买意愿的影响及其作用机制。研究结果表明，与精确数价格相比，整数价格更能增加消费者的临期食品购买意愿。其中，对食品口味的稳定性感知在定价方式对临期食品购买意愿的影响中发挥中介作用；同时，消费者知识在其中起到调节作用。本文的研究结论有助于扩展整数-精确数价格和临期食品相关领域的理论框架，同时为商家经营和销售临期食品提供实践指导。

Effect of Pricing Mode on Consumers' Intention to Purchase Nearly Expired Food

Nearly expired food is the product that within the shelf-life, approaching the expiration date. Excessive discarding of nearly expired food by consumers is one of the important reasons for food waste. Therefore, reasonable promotion of nearly expired food consumption can greatly alleviate food waste. As one of the external cues that consumers mainly pay attention to in the process of purchasing nearly expired food, price plays a decisive role in the purchase of nearly expired food. Therefore, based on semantic priming theory, this study attempts to explore the effect of pricing methods on consumers'' nearly expired food purchase intention and its mechanism. The results show that round pricing can increase consumers'' nearly expired food purchase intention more than precise pricing. Specially, the stability perception of product taste plays a mediating role in the effect of pricing mode on nearly expired food purchase intention. At the same time, consumer knowledge plays a moderating role. The conclusion is helpful to extend the theoretical framework of the field of round-precise pricing and nearly expired food, and provide practical guidance for merchants to manage and sell nearly expired food.