贵州财经大学学报

贵州财经大学学报 ›› 2022 ›› Issue (01): 36-45.

• 工商管理 • 上一篇    下一篇

综合质量、消费情境与临期食品购买意愿——价格敏感度的中介与食品安全素养的调节

张蓓1,2, 招楚尧1, 赖恒坚1, 马如秋1   

  1. 1. 华南农业大学经济管理学院, 广东 广州 510642;
    2. 华南农业大学农业绿色发展研究中心, 广东 广州 510642
  • 收稿日期:2021-04-23 出版日期:2022-01-15 发布日期:2022-02-23
  • 通讯作者: 马如秋(1996—)(通讯作者), 女, 湖北潜江人, 华南农业大学经济管理学院博士生, 研究方向为工商管理
  • 作者简介:张蓓(1978—), 女, 广东罗定人, 博士, 华南农业大学经济管理学院教授, 博士生导师, 研究方向为食品安全管理与市场营销;招楚尧(1998—), 女, 广东从化人, 华南农业大学经济管理学院硕士生, 研究方向为食品安全管理与消费者行为;赖恒坚(1996—), 男, 广东增城人, 华南农业大学经济管理学院硕士生, 研究方向为农业企业管理
  • 基金资助:
    国家自然科学基金项目"生鲜电商平台产品质量安全风险社会共治研究"(71873046);国家自然科学基金项目"农产品伤害危机责任归因与消费者逆向行为形成机理研究"(71503085)

Comprehensive Quality, Consumption Situation and Purchase Intention of Advent Food - Mediating Effect of Price Sensitivity and Moderating Effect of Food Safety Literacy

ZHANG Bei1,2, ZHAO Chu-yao1, LAI Heng-jian1, MA Ru-qiu1   

  1. 1. School of Economic and Management, South China Agriculture University, Guangdong, Guangzhou 510642, China;
    2. Agricultural Green Development Research Center, South China Agricultural University, Guangdong, Guangzhou 510642, China
  • Received:2021-04-23 Online:2022-01-15 Published:2022-02-23

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摘要： 增强临期食品购买意愿对加强临期食品安全风险控制、促进食品产业可持续发展尤为重要。基于临期食品购买情境收集问卷数据进行实证分析。研究结果表明: 综合质量、消费情境对购买意愿具有显著正向影响; 而价格敏感度能在一定程度上增强由综合质量、消费情境所引起的购买意愿, 即价格敏感度在产品质量、顾客服务和场景氛围与购买意愿关系间起部分中介效应, 在标签质量与购买意愿关系间起完全中介效应; 此外, 食品安全素养加强了标签质量、场景氛围对价格敏感度的正向作用。

关键词: 临期食品, 综合质量, 消费情境, 价格敏感度, 食品安全素养

Abstract: Enhancing the willingness to buy advent food is particularly important for strengthening the control of advent food safety risks and promoting the sustainable development of the food industry. Questionnaire data were collected and empirical analysis was carried out based on the scenarios of advent food purchase. The results show that: comprehensive quality and consumption situation have significant positive impacts on purchase intention; However, price sensitivity can enhance the purchase intention caused by comprehensive quality and consumption situation to some extent, among them, price sensitivity plays a partial mediating role in the relationship between product quality, customer service, scene atmosphere and purchase intention, price sensitivity has a complete mediating effect on the relationship between label quality and purchase intention; In addition, food safety literacy strengthens the positive effect of label quality and scene atmosphere on price sensitivity.

Key words: advent food, comprehensive quality, consumption situation, price sensitivity, food safety literacy

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