健康,但要大声说出来?饭店健康食品宣传的信息传递效应

IF 4.4 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Lu Lu, Ruiying Cai
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引用次数: 0

摘要

本研究旨在探讨菜单信息(内隐和外显)用于披露健康食品项目在改变用餐者观念和购买意愿中的作用。通过消费者实验,研究了菜单信息通过心理抗拒和感知吸引力对食客健康食品购买意愿的影响及其潜在机制。显性(相对于隐性)信息会对消费者的购买意愿产生负面影响,这是由于1)增加了心理抗拒(即感知到自由和反驳的威胁)和2)降低了感知到的吸引力。菜单信息效应进一步受到食客目标取向(愉悦vs目标)的制约。在目标驱动的心态下,与快乐驱动的心态相比,信息传递效应更为明显。这项研究首次确立了菜单信息在餐馆健康食品传播中的重要作用。在理论和管理上作了进一步阐述。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Healthy, But Say It Out Loud? The Messaging Effect on Restaurants’ Healthy Food Promotion
This research aims to examine the role of menu messaging (implicit vs. explicit) used to disclose the healthy food item in shifting diner perceptions and purchase intentions. Drawing on a consumer experiment, the results establish a menu messaging effect on diners’ purchase intentions of healthy items and the underlying mechanism via psychological reactance and perceived attractiveness. Explicit (vs. implicit) messaging negatively affects consumer purchase intentions, which is due to 1) increased psychological reactance (i.e., perceived threat of freedom and counterarguing) and 2) decreased perceived attractiveness. The menu messaging effect is further conditioned by diners’ goal orientation (pleasure vs. goal). Under a goal-driven mindset, the messaging effect is more pronounced compared to a pleasure-driven mindset. This research is among the first to establish a significant role of menu messaging in healthy item communication at restaurants. Theoretical and managerial are further elaborated.
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来源期刊
Journal of Hospitality & Tourism Research
Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
10.10
自引率
9.50%
发文量
54
期刊介绍: The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.
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