Wu I-Hsuan, Liang Chaoyun, Ip Ching Yin
Department of Bio-Industry Communication and Development, National Taiwan University, Taipei 10617, Taiwan.
Division of Quality Compliance and Management, Food and Drug Administration, Ministry of Health and Welfare, Taipei 10617, Taiwan.
Foods. 2022 Mar 28;11(7):978. doi: 10.3390/foods11070978.
In certain cases, people's health can be compromised or medical treatment delayed as a result of their misplaced belief in false advertisements and purchasing of functional foods. These advertisements can be divided into three distinct types of claims: nutrition, health, and reduction in disease risk. This study analysed how, after consumers realise advertising violations, their intention to purchase functional foods with different claims are affected by the degree of consumer involvement (product, advertising, and situational involvement) and region of residence. A total of 1046 survey responses were collected for analysis. The results reveal that both product and advertising involvement influence purchase intention through the mediation of situational involvement. Residents in nonnorthern regions of Taiwan exhibited a greater effect of overall involvement on purchase intention than did those in the north. In addition, products and advertisements with health claims had a stronger effect on purchase intention than did those with nutrition and disease risk reduction claims. The results indicate that, for functional foods and advertisements with nutrition and health claims, the effects of overall involvement on nonnorthern residents' purchase intentions were greater than those on the northern residents, but for functional foods with disease risk reduction claims, the effects were greater on the northern residents' purchase intentions.
在某些情况下，人们由于对虚假广告的错误信任以及购买功能性食品，其健康可能会受到损害，或者医疗治疗可能会被延误。这些广告可分为三种不同类型的宣称：营养、健康和疾病风险降低。本研究分析了消费者意识到广告违规行为后，其购买具有不同宣称的功能性食品的意愿如何受到消费者参与度（产品、广告和情境参与度）以及居住地区的影响。总共收集了1046份调查问卷回复用于分析。结果显示，产品参与度和广告参与度都通过情境参与度的中介作用影响购买意愿。台湾非北部地区的居民总体参与度对购买意愿的影响比北部居民更大。此外，具有健康宣称的产品和广告对购买意愿的影响比具有营养和疾病风险降低宣称的产品和广告更强。结果表明，对于具有营养和健康宣称的功能性食品及广告，总体参与度对非北部居民购买意愿的影响大于对北部居民的影响，但对于具有疾病风险降低宣称的功能性食品，对北部居民购买意愿的影响更大。
