Face consciousness and purchase intention of organic food: the moderating effect of purchase situation and advertising appeal
Face consciousness and purchase intention of organic food: the moderating effect of purchase situation and advertising appeal
复制标题
有机食品的面子意识与购买意愿：购买情境与广告诉求的调节作用
DOI：
10.1108/bfj-03-2021-0298
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发表时间：
2021-08
影响因子：
3.3
通讯作者：
Hong-Jing Cui
中科院分区：
文献类型：
--
作者：
Mo Li;Hong-Jing Cui
目的本文旨在研究面子意识对有机食品购买意愿的影响，测试这种关系是否会受到购买情境（群体与个人）和广告诉求（利他与利己）的调节，并解释感知社会价值在这些调节作用中的中介作用。设计/方法/方法进行了四项受试者间实验（N = 123，N = 126，N = 130，N = 123）使用在线问卷。引入测量变量来评估参与者的面子意识、感知的社会价值和购买意愿。引入两个被操纵的受试者间变量来测试购买情况（团体与个人）和广告吸引力（利他与利己）如何调节有机食品的面子意识和购买意愿之间的关系。使用SPSS Statistics 24对所有实验数据进行分析。结果显示面子意识高的消费者更愿意购买有机食品。与个体情境相比，个体处于群体情境时，面子意识对购买意愿的影响更强。与利己诉求相比，当广告诉求为利他诉求时，面子意识对购买意愿的影响更强。感知的社会价值部分介导了购买情况和广告吸引力的调节作用。原创性/价值本研究验证了先前关于面子意识对有机食品购买意愿影响的贡献，并通过引入两个调节变量对其进行了扩展。此外，它引入感知社会价值作为中介变量来解释这种效应的机制。
PurposeThis paper aims to examine the effect of face consciousness on purchase intention of organic food, to test whether this relationship would be moderated by purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic), and to explain the mediating role of perceived social value in these moderating effects.Design/methodology/approachFour between-subjects experiments were carried out (N = 123, N = 126, N = 130, N = 123) by using online questionnaires. Measured variables were introduced to assess participants' face consciousness, perceived social value and purchase intention. Two manipulated between-subjects variable were introduced to test how purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic) moderates the relationship between face consciousness and purchase intention of organic food. SPSS Statistics 24 was used for the analysis of all experimental data.FindingsConsumers with high face consciousness were more willing to buy organic food. Compared with the individual situation, face consciousness had a stronger impact on the purchase intention when the individual was in a group situation. Compared with egoistic appeals, face consciousness had a stronger impact on the purchase intention when the advertising appeal was altruistic. Perceived social value partly mediated the moderating effect of purchase situation and advertising appeal.Originality/valueThis study validates previous contributions on the effect of face consciousness on purchase intention of organic food and extends them by introducing two moderating variables. Additionally, it introduces perceived social value as a mediating variable to explain the mechanism of this effect.
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DOI：
10.4236/psych.2019.104036
发表时间：
2019-03
期刊：
Psychology
影响因子：
--
作者：
Chun Ye;Hong Zhou
通讯作者：
Chun Ye;Hong Zhou
经济剥夺对亲社会行为的影响：比较面子——挽救意识与地位/成功——获得意图的作用
影响因子：
2.4
作者：
Siyi Xie;Bing Shi
通讯作者：
Bing Shi
影响因子：
3.8
作者：
Caviola L;Faulmüller N
通讯作者：
Faulmüller N
影响因子：
15.3
作者：
Sheng, Jiping;Fan, Bei;Shen, Lin;Qiao, Yuhui;Yu, Mengmeng
通讯作者：
Yu, Mengmeng
影响因子：
--
作者：
Wang, Wei;Li, Yutao;Luo, Yanhong
通讯作者：
Luo, Yanhong