标签和消费者购买

IF 8.6 2区 管理学 Q1 BUSINESS
Esther Calderon-Monge, José M. Ramírez-Hurtado, Inés Ramos Cuesta
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引用次数: 0

摘要

标签信息及其呈现方式旨在引导消费者在商店选择比他们可能购买的食品更健康的食品。本研究通过 Nutri-Score(食品)标签来研究消费者对标签的反应,该标签的功效和作用仍在争论之中。研究的目的是通过 "技术接受模型 "分析消费者对 Nutri-Score 标签的认可程度,并对 478 名西班牙消费者的问卷调查数据进行结构方程建模。理论模型的所有假设都得到了验证。所提出的 "营养成分接受模型 "的结果证实,当消费者对营养成分标签的内容进行评估时,"感知有用性 "是消费者态度和购买行为的直接预测因素。而感知易用性则对前两个变量有间接影响。本研究证实,Nutri-Score 是指导消费者购买包装食品决策的有效系统。标签的实用性使消费者产生了积极的使用意向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Labeling and consumer purchases

Labeling and consumer purchases

Labeling information and its presentation are intended to guide consumers at a store toward a choice of food that is healthier than they might otherwise buy. Consumer reactions to labeling are examined in this study through the Nutri-Score (food) label, the efficacy and utility of which is still under debate. The aim is to analyze the degree of approval of Nutri-Score through the Technology Acceptance Model, applying structural equation modeling to data gathered from a questionnaire administered to a sample of 478 Spanish consumers. All the hypotheses of the theoretical model were validated. The results of the proposed Nutri-Score Acceptance Model affirmed that perceived usefulness is a direct predictor of consumer attitude and purchasing behavior, when consumers are evaluating the contents of the Nutri-Score label. In turn, perceived ease of use had an indirect influence on the two previous variables. In this study, it is confirmed that Nutri-Score is an effective system for guiding consumer purchase decisions on packaged food. The usefulness of the label generates positive attitudes toward intention of use among consumers.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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