Effects of cues of credence-label structure on consumers’ willingness to purchase health foods

IF 1.8 Q3 MANAGEMENT Nankai Business Review International Pub Date : 2022-08-19 DOI:10.1108/nbri-04-2021-0020
Peipei Jia, Dongjin Li, Huizhen Jin, Yudong Zhang
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Abstract

Purpose This paper aims to propose a framework model of belief consistency on the confirmatory bias theory, trying to explore the interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency. Design/methodology/approach This paper presents a conceptual framework of belief consistency based on confirmation bias theory. The interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency. Findings Consumers’ willingness to purchase varies under interactions between cues of credence-label structure (product-level and ingredient-level credence-label cues) and different controversial types of health foods (noncontroversial health foods and controversial health foods). In the consumption context of noncontroversial health foods, the presence of product-level credence-label cues causes confirmation bias, greater perception of health belief consistency and higher willingness to purchase healthy foods. In the consumption context of controversial health foods, the presence of ingredient-level credence-label cues results in the prevention of confirmation bias, lower perception of unhealthy belief consistency and higher willingness to purchase health foods. Originality/value This paper offers a significant tool for researchers to enrich relevant theories in the field of the conceptual framework of cues of credence-label structure. It also discusses practical implications for enterprise marketing and for the health and welfare of consumers.
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信任标签结构线索对消费者购买保健食品意愿的影响
目的在验证性偏倚理论的基础上,提出了一个信念一致性的框架模型,试图探讨信任标签结构的线索与不同争议类型的保健食品之间的相互作用,以及信仰一致性的中介机制。设计/方法论/方法本文提出了一个基于确认偏差理论的信念一致性概念框架。信任标签结构的线索与不同争议类型的健康食品之间的相互作用,以及信任一致性的中介机制。发现消费者的购买意愿在信任标签结构线索(产品级别和成分级别的信任标签线索)和不同争议类型的健康食品(无争议健康食品和有争议健康食品)之间的相互作用下有所不同。在无争议健康食品的消费背景下,产品级别的信任标签线索的存在会导致确认偏差、对健康信念一致性的更大感知以及购买健康食品的更高意愿。在有争议的健康食品的消费背景下,成分水平信任标签线索的存在可以防止确认偏差,降低对不健康信念一致性的感知,并提高购买健康食品的意愿。原创性/价值本文为研究者丰富信用标签结构线索概念框架领域的相关理论提供了一个重要的工具。它还讨论了对企业营销以及消费者健康和福利的实际意义。
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来源期刊
CiteScore
2.30
自引率
3.60%
发文量
32
期刊介绍: Nankai Business Review International (NBRI) provides insights in to the adaptation of American and European management theory in China, the differences and exchanges between Chinese and western management styles, the relationship between Chinese enterprises’ management practice and social evolution and showcases the development and evolution of management theories based on Chinese cultural characteristics. The journal provides research of interest to managers and entrepreneurs worldwide with an interest in China as well as research associations and scholars focusing on Chinese problems in business and management.
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