摘要
作为有限理性的消费行为的表现方式,折中效应普遍地存在于消费者商品选择购买的决策行为之中。质量安全是食品的基本属性,除价格外,质量安全也是影响食品消费行为的最主要的因素。为研究折中效应是否存在于食品消费行为中,本文以可追溯猪肉、品牌猪肉、具有地理标志的猪肉为实验食品,考察了消费者处于不同诱导性信息(低价、高价诱导信息及其信息呈现方式变化)环境下的选择购买行为,通过两个实验的研究发现,当消费者面对低价与高价诱导信息时,其猪肉产品的消费行为均表现出明显的折中效应。然而,如果改变低价与高价诱导信息呈现方式,即当消费者在中性信息环境下自主选择再呈现诱导信息时,则折中效应将出现系统性的弱化,消费者的选择偏好呈现系统性的改变,证实了锚定效应的存在。由此可见,在一定的条件下(比如,在本文中信息呈现方式的改变),折中效应可能存在于食品消费行为之中。
As a manifestation of boundedly rational consumption behavior,the compromise effect is commonly found in consumers’buying and decision-making behavior.Quality and safety are some of the most basic attributes of food,and,in addition to price,are the most important factors that affect consumers’food consumption behavior.To understand whether the compromise effect exists in consumers’food consumption behavior,the present study uses traceable pork,branded pork,and geographically labeled pork as experimental food,examines the selection and purchase behavior of consumers when they are faced with persuasive information(e.g.,information on high-low pricing,and the way such information is presented),and conducts two empirical studies.The findings show that when consumers face low and high prices inducing information,their pork consumption behavior exhibits a typical compromise effect.However,the way that persuasive information is presented,or,in other words,when consumers make independent choices in a neutral information environment before such information is provided,might systematically weaken the compromise effect and change a consumer’s choice preference,suggesting the existence of the anchoring effect.Therefore,it can be seen that under certain circumstances(such as changing the way the information is presented in the present study),the compromise effect might be found in consumers’food consumption behavior.
作者
吴林海
李壮
陈秀娟
龚晓茹
WU Linhai;LI Zhuang;CHEN Xiujuan;GONG Xiaoru
出处
《农业技术经济》
CSSCI
北大核心
2020年第9期102-116,共15页
Journal of Agrotechnical Economics
基金
2018年江苏省社会科学基金重大项目“新时代江苏食品安全战略研究”(编号:18ZD004)
国家自然科学基金青年项目“可追溯猪肉市场效率与补贴机制的模拟实验研究”(编号:71803067)。
关键词
诱导性信息
折中效应
锚定效应
猪肉产品
消费偏好
Persuasive information
Compromise effect
Anchoring effect
Pork products
Consumption preference
