Maojie Zhou
College of Tourism & Landscape Architecture, Guilin University of Technology, Guilin, China.
Front Nutr. 2023 Sep 4;10:1240503. doi: 10.3389/fnut.2023.1240503. eCollection 2023.
In the food industry space, Netflix foods have exploded onto the Internet on the back of social media and many consumers are paying a premium for them. So what are the motives that may inspire consumers' willingness to pay premium? In this paper, from the perspective of anchor, an external cue, a questionnaire survey was conducted with 275 respondents and analyzed using SPSS software. The results show that anchor characteristics (interactivity, professionalism and popularity) can influence consumers' perceived value and increase their premium purchase intention. Perceived value mediates the relationship between anchor characteristics and willingness to pay a premium. Limited-time limited-quantity positively moderated the relationship between perceived value and premium purchase intention. The results reveal the key role of anchors in consumers' decision-making process of buying Netflix food at a premium, and provide a theoretical basis for enterprises to select and cultivate anchors for product promotion.
在食品行业领域，“奈飞食品”借助社交媒体在互联网上迅速走红，许多消费者愿意为其支付溢价。那么，可能激发消费者支付溢价意愿的动机是什么呢？本文从外部线索“锚定”的角度，对275名受访者进行了问卷调查，并使用SPSS软件进行分析。结果表明，锚定特征（互动性、专业性和知名度）会影响消费者的感知价值，并增加其溢价购买意愿。感知价值在锚定特征与支付溢价意愿之间起中介作用。限时限量对感知价值与溢价购买意愿之间的关系起到正向调节作用。研究结果揭示了主播在消费者溢价购买“奈飞食品”决策过程中的关键作用，为企业选择和培养用于产品推广的主播提供了理论依据。
