摘要
不论是高感知风险信息还是低感知风险信息,信息的劝说方式对消费者态度的影响均受到个体风险偏好调节效应的影响。从风险偏好与劝说方式的态度来讲,风险规避者更乐于接受感知风险信息的避害劝说,而风险追求者更乐于接受感知风险信息的趋利劝说;从风险偏好与劝说方式的交互效应来讲,风险规避者在高感知风险信息条件下受到的影响更大,风险追求者在低感知风险信息条件下受到的影响则更大。
No matt er in the context of high or low perceived risk information, the impact of pattern of persuasion on consumers’ attitude will be influenced by adjustment effect of individual risk preferences. In terms of risk preference and the pattern f persuasion, risk averter has a better positive attitude to prevention persuasion for the perceived risk information; risk seeker has a better positive attitude to promotion persuasion for the higher and lower perceived risk information. In terms of the interactive effect of risk preference and the pattern of persuasion, risk averter has more obvious differences attitude between two persuasions if perceived risk is high;risk seeker has more obvious differences attitude between two persuasions if perceived risk is low.
出处
《中国流通经济》
CSSCI
北大核心
2014年第6期82-88,共7页
China Business and Market
基金
2013年度贵州财经大学引进人才科研项目
贵州省科技厅
贵州财经大学2013年度软科学联合基金计划项目(项目编号:黔科合体R字[2013]LKC2029)资助
关键词
风险偏好
感知风险
信息劝说方式
食品营养标签
risk preferences
perceived risk
the pattern of information persuasion
food nutrition labels
