The Effects of Risk Aversion and Uncertainty Avoidance on Information Search and Brand Preference: Evidence from the Chinese Dairy Market

Rongbin Yang, Roshnee Ramsaran, S. Wibowo
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引用次数: 2

Abstract

ABSTRACT For decades, research and practice have recognized the significant effects of risk aversion and uncertainty avoidance on consumer behavior. These two concepts are often used interchangeably and studied as an integrated factor in marketing literature. Despite the relationship between risk aversion and uncertainty avoidance, it is necessary to differentiate between the two concepts to address the inaccuracy in definition and application. This research investigates Chinese dairy consumers who experienced one of the most significant food safety crises in recent years. Based on a structural equation modeling analysis, this study reveals that risk aversion and uncertainty avoidance have different effects on consumers’ information search, perceived quality and brand loyalty. Therefore, future research should recognize the different roles of risk aversion and uncertainty avoidance in consumer behavior. Practitioners should target risk-averse and uncertainty-avoiding consumers as distinct groups, based on different marketing communication campaigns.
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风险规避和不确定性规避对信息搜索和品牌偏好的影响:来自中国乳制品市场的证据
几十年来,研究和实践已经认识到风险规避和不确定性规避对消费者行为的重要影响。这两个概念经常互换使用,并在营销文献中作为一个综合因素进行研究。尽管风险规避和不确定性规避之间存在关系,但有必要区分这两个概念,以解决定义和应用中的不准确性。本研究调查了近年来经历了最重大食品安全危机之一的中国乳制品消费者。基于结构方程模型分析,本研究发现风险规避和不确定性规避对消费者信息搜索、感知质量和品牌忠诚度有不同的影响。因此,未来的研究应该认识到风险规避和不确定性规避在消费者行为中的不同作用。从业者应该根据不同的营销传播活动,将厌恶风险和避免不确定性的消费者作为不同的群体。
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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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