Tudoran Alina, Olsen Svein Ottar, Dopico Domingo C
University of A Coruña, Faculty of Economics, Campus Elviña, s/n, Post Box 15071, A Coruña, Spain.
The Norwegian College of Fishery Science, University of Tromsø, N-9037 Tromsø, Norway; Nofima (Norwegian Institute of Food, Fisheries and Aquaculture Research), Post Box 6122, N-9291 Tromsø, Norway.
Appetite. 2009 Jun;52(3):568-579. doi: 10.1016/j.appet.2009.01.009. Epub 2009 Feb 4.
This research explored the effect of health benefit information on individuals' stated health value, attitudes towards functional/enriched foods, expectations, perceptions, and intentions to purchase a new fibre-enriched fish product. The study used a randomized design involving an experimental group receiving fibre and health information on the product and a control group who did not receive such information. The results indicated that consumers in the experimental group scored higher on the average attitudes towards functional/enriched foods than did consumers in the control group. No significant differences were observed for other variables. Following a value-attitude-behaviour approach, the study proposed a model relating consumers' health value to their attitudes towards functional/enriched foods, attitudes towards the new functional product and intention to purchase the product, and tested how information affected the structural model. Four of the seven relationships in the structural model proved to be moderated by information. For example, the results indicated that information constrained the association between the health value and product-related health perceptions or hedonic expectations, when individuals had negative attitudes towards the functional/enriched food products. Overall, the study advances the existing literature on the effects of information on consumer behaviour by adding insights into how information simultaneously influenced the mean values and the relationships among the health value, attitudinal factors and intention.
本研究探讨了健康益处信息对个人所宣称的健康价值观、对功能性/强化食品的态度、期望、认知以及购买新型富含纤维鱼类产品的意愿的影响。该研究采用随机设计，其中一个实验组接收了关于该产品的纤维和健康信息，另一个对照组则未接收此类信息。结果表明，实验组的消费者对功能性/强化食品的平均态度得分高于对照组的消费者。在其他变量方面未观察到显著差异。遵循价值-态度-行为方法，该研究提出了一个模型，将消费者的健康价值观与其对功能性/强化食品的态度、对新型功能性产品的态度以及购买该产品的意愿联系起来，并测试了信息如何影响结构模型。结构模型中的七个关系中有四个被证明受到信息的调节。例如，结果表明，当个体对功能性/强化食品持负面态度时，信息会限制健康价值观与产品相关的健康认知或享乐期望之间的关联。总体而言，该研究通过深入了解信息如何同时影响均值以及健康价值观、态度因素和意愿之间的关系，推进了关于信息对消费者行为影响的现有文献。
