误导性网络广告对中国成熟消费者膳食补充剂购买意愿的影响

IF 3.4 3区 经济学 Q1 AGRICULTURAL ECONOMICS & POLICY
Yuting Sun, Yixuan Li
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引用次数: 0

摘要

目的膳食补充剂(DS)的广告经常包含关于其健康益处的误导性声明。在这项研究中,作者设计了一个带有误导性声明的植物性DS在线广告,并调查了其在披露虚假声明前后对中国成熟消费者的影响。构建消费者介入框架,评估广告介入(AI)对产品介入(PI)、情境介入(SI)和购买意愿(PI)相关性的中介作用。设计/方法/方法共招募了467名年龄在40岁以上、居住在中国长三角地区、有在线购买DS经验的成年人。通过在线调查收集相关数据,并通过结构方程建模进行分析。发现认知PI与SI和PI均呈正相关,SI与PI呈正相关。AI负向调节情感PI与SI的相关关系。认知PI和AI均与PI呈正相关,且通过SI介导。创意/价值消费是一种由功利动机驱动的理性决策过程。意识到这些误导性宣传的消费者在做出购买决定之前会采取谨慎的评估方法,并将自己置于具体的购买情况中。本研究通过将误导性广告的考虑纳入在线DS消费背景下的消费者参与模型来推进文献。这项研究的发现为加强对电子产品行业虚假广告的监控和设计有效的消费者教育计划提供了见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Effects of misleading online advertisements on the purchase intention of mature Chinese consumers for dietary supplements
PurposeAdvertisements for dietary supplements (DS) often include misleading claims regarding their health benefits. In this study, the authors designed an online advertisement for plant-based DS featuring misleading claims and investigated its effects on mature Chinese consumers before and after revealing the false claims. A consumer involvement framework was developed to evaluate the mediating effect of advertising involvement (AI) on the correlation between product involvement (PI), situational involvement (SI) and purchase intention (PI).Design/methodology/approachA total of 467 mature adults aged over 40 years who resided in China's Yangtze River Delta region and had experience in purchasing DS online were recruited. Relevant data were collected through an online survey and analysed through structural equation modelling.FindingsCognitive PI was positively correlated with both SI and PI and SI was positively correlated with PI. AI negatively moderated the correlation between affective PI and SI. Both cognitive PI and AI were positively correlated with PI and the correlation was mediated through SI.Originality/valueDS consumption is a rational decision-making process driven by utilitarian motives. Consumers who are aware of the misleading claims adopt a cautious evaluation approach and place themselves in specific purchase situations before making a purchase decision. This study advances the literature by incorporating the consideration of misleading advertisements into the consumer involvement model within the context of online DS consumption. The study's findings provide insights to intensify monitoring of false advertisements in the DS industry and design effective consumer education programmes.
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来源期刊
British Food Journal
British Food Journal 工程技术-食品科技
CiteScore
6.90
自引率
15.20%
发文量
219
审稿时长
18-36 weeks
期刊介绍: After 115 years, the British Food Journal (BFJ) continues to be highly respected worldwide for its broad and unique interdisciplinary coverage of the latest food-related double blind peer-reviewed research. It links all sectors of this dynamic industry, keeping abreast of emerging trends, topical and controversial issues and informing and stimulating debate. - See more at: http://emeraldgrouppublishing.com/products/journals/journals.htm?id=bfj#sthash.O3wH4pEh.dpuf
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