探讨中国猪肉产品外在质量线索的消费者信任

IF 3.6 Q2 BUSINESS
He Wang, G. Zeng, Shuru Zhong
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引用次数: 1

摘要

中国的现代食品零售商在销售猪肉产品时既使用内在质量指标(如鲜味和风味),也使用外在质量指标(如无抗生素)。然而,在判断猪肉质量时,中国消费者更信任IQCs而不是eqc。本研究探讨了造成这一现象的原因,并提出了提高消费者对eqc信任的策略。本研究采用了两个焦点小组,进行了41次深度访谈,包括广州一家领先的生鲜食品零售商的消费者和经理。我们确定eqc与熟悉的IQC不能连接是他们强烈的IQC偏好的关键原因。食品零售商通过将EQC整合到现有的基于iqc的知识体系中,提高了EQC的接受度,并强调了生产和分销过程的透明度,以建立消费者对EQC的信任。eqc和iqc之间内容和形式的接近最终将提高消费者对eqc的接受程度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring Consumer Trust in Extrinsic Quality Cues for Pork Products in China
ABSTRACT Modern food retailers in China use both intrinsic quality cues (IQCs) (e.g., umami and flavorfulness) and extrinsic quality cues (EQCs) (e.g., antibiotics-free) to market pork products. However, Chinese consumers trust IQCs over EQCs when judging the quality of pork. This study explored the reasons for this phenomenon and developed strategies for improving consumer trust in EQCs. This research engaged two focus groups and conducted 41 in-depth interviews, including consumers and managers of a leading fresh food retailer in Guangzhou. It was determined that the failure of linking EQCs with familiar IQCs was a key reason for their strong IQC preference. Food retailers enhanced EQC acceptance by integrating it into the existing IQC-based knowledge system, and highlighted transparency in production and distribution processes to build consumer trust in EQCs.The proximity of content and form between EQCs and IQCs will eventually improve consumers’ acceptance of EQCs.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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