Samant Shilpa S, Seo Han-Seok
Department of Food Science, University of Arkansas, 2650 North Young Avenue, Fayetteville, AR 72704, USA.
Department of Food Science, University of Arkansas, 2650 North Young Avenue, Fayetteville, AR 72704, USA.
Food Res Int. 2020 Jun;132:109095. doi: 10.1016/j.foodres.2020.109095. Epub 2020 Feb 11.
Product-related sensory and non-sensory cues have been studied in the past to understand purchase behavior among consumers. However, there has been little research related to integrating emotional responses with such cues to achieve better prediction of consumer purchase behavior. This study aimed to determine the impacts of sensory attribute intensities (SAI), non-sensory factors (NSF), and emotions on purchase intent and consumer choice. Emotional responses were measured using a self-reported emotion questionnaire (EQ), facial expression analysis (FE), and autonomic nervous system responses (ANS). Sixty-nine adults were asked to view product labels, and look at, smell, and drink five commercially-available vegetable juice samples. For each sample, SAI, NSF, EQ, FE, ANS, and purchase intent ratings were measured. Participants were also asked to select the one they would be most likely to buy. Results showed that the five samples differed significantly with respect to SAI, NSF, and emotional responses measured by EQ and FEs. SAI (bitterness intensity) and NSF (brand liking) played an extremely important role in purchase-related behavior of vegetable juice products. Correlation analysis and a PLSR prediction model further revealed that products with higher ratings of purchase intent elicited lower levels of negative emotions and higher levels of positive emotions, as measured by EQ as well as FE. In conclusion, this study shows that NSF in combination with SAI and emotions measured using EQ and FE can modulate consumer purchase intent toward vegetable juice products under informed tasting conditions.
过去曾对与产品相关的感官和非感官线索进行研究，以了解消费者的购买行为。然而，将情感反应与这些线索相结合以更好地预测消费者购买行为的相关研究却很少。本研究旨在确定感官属性强度（SAI）、非感官因素（NSF）和情感对购买意愿及消费者选择的影响。情感反应通过自我报告情感问卷（EQ）、面部表情分析（FE）和自主神经系统反应（ANS）来测量。69名成年人被要求查看产品标签，并观察、闻和品尝5种市售蔬菜汁样品。对于每个样品，测量其SAI、NSF、EQ、FE、ANS及购买意愿评分。参与者还被要求选择他们最有可能购买的产品。结果表明，这5种样品在SAI、NSF以及通过EQ和FE测量的情感反应方面存在显著差异。SAI（苦味强度）和NSF（品牌喜好）在蔬菜汁产品的购买相关行为中起着极其重要的作用。相关分析和偏最小二乘回归（PLSR）预测模型进一步表明，购买意愿评分较高的产品引发的负面情绪水平较低，而正面情绪水平较高，这是通过EQ以及FE测量得出的。总之，本研究表明，在知情品尝条件下，NSF与SAI以及通过EQ和FE测量的情感相结合，可以调节消费者对蔬菜汁产品的购买意愿。
