School of Business and Economics, UiT - the Arctic University of Norway, N-9037, Tromsø, Norway.
Nofima AS, P.O. Box 6122, N-9291, Tromsø, Norway.
Appetite. 2021 Feb 1;157:104994. doi: 10.1016/j.appet.2020.104994. Epub 2020 Oct 17.
This study extends the understanding of the relationship between consumer motivation, involvement and evaluation of traditional food products (TFP). One important research issue was to explore whether consumers' perceived uniqueness could be one important quality or value that theoretically and empirically could differentiate TFP from ordinary, usual and "everyday" traditional food. A central location test of two different vintages (maturation times) of salt-cured clipfish in combination with a survey to assess individual motivational constructs was used to test the conceptual model. Our expectations were confirmed. Perceived uniqueness influences future intention to consume and is motivated by involvement in TFP. The theoretical arguments of the relevance of the perceived uniqueness of traditional food was also supported by the positive relationship between general involvement in luxury (prestige) and involvement in TFP. In addition, this study found a significant positive relationship between product-specific nostalgia and involvement in TFP. To our knowledge, no previous study we are aware has discussed, designed or tested these theoretical relationships. Our findings have promising implications for the seafood industry in order to achieve unique product value and increase consumers' willingness to pay, by promoting uniqueness, prestige and nostalgic product features of vintage salt-cured clipfish.
本研究拓展了对消费者动机、参与度和传统食品（TFP）评价之间关系的理解。一个重要的研究问题是，探究消费者感知的独特性是否可以成为一个重要的质量或价值，从理论和实证上区分 TFP 与普通、常见和“日常”传统食品。本研究采用了一种中心位置测试法，对两种不同陈化时间的盐腌鱼进行了测试，并结合一项评估个体动机结构的调查，以检验概念模型。我们的预期得到了证实。感知独特性影响未来的消费意愿，并受到对 TFP 的参与度的驱动。传统食品感知独特性的理论观点也得到了支持，因为普通的奢侈品（声望）参与度与 TFP 的参与度呈正相关。此外，本研究还发现产品特定怀旧与 TFP 的参与度之间存在显著的正相关关系。据我们所知，之前没有任何研究讨论、设计或测试过这些理论关系。我们的研究结果对海鲜行业具有积极的意义，因为通过推广独特性、声望和怀旧产品特点，有助于实现产品的独特价值并提高消费者的支付意愿。
