青少年价值感知对山地户外运动参与的影响研究

本文采用问卷调查法对青少年山地户外运动参与情况进行调查、应用结构方程分析青少年山地户外运动价值感知、主动社会适应和持续参与锻炼之间的关系。结果显示：青少年山地户外运动价值感知（功能、景观、成本）对持续参与未有显著影响;成本价值感知对人际适应具有显著正向影响,对环境适应具有显著负向影响;景观价值感知对环境适应具有显著正向影响;人际适应对持续参与具有显著正向影响;青少年山地户外运动价值感知（成本价值）通过主动社会适应中的人际适应对持续参与产生显著正向影响,人际适应发挥完全中介作用。     

风险感知和数字素养对安集海镇辣椒种植户电商参与意愿的影响研究

农户参与电商的积极性是影响农村电商发展的关键因素,农户的风险感知程度和数字素养水平是限制其参与电商的门槛。本文以安集海镇辣椒种植户为研究对象,通过问卷调查的方法对基础信息、外部信息、风险感知情况和数字素养水平及其对电商参与意愿的影响进行分析,并运用Oprobit模型分析风险感知和数字素养对安集海镇辣椒种植户电商参与意愿的影响。研究发现：（1）农户对各类风险感知的态度一般,农户整体数字素养水平较弱。（2）风险感知和数字素养均对农户电子商务参与意愿有显著影响,其中自然风险感知和电商素养对农户萌发电商参与意愿的影响最大。（3）风险感知和数字素养的交互作用对农户电商参与意愿也有显著的影响。结果表明,风险感知和电商素养、风险感知和数字创意素养、风险感知和数字信息素养的交互项对农户电商参与意愿具有显著的正向影响。数字素养和公共卫生事件风险感知、数字素养和市场风险感知的交互项对农户电商参与意愿均具有显著的正向影响。     

大学生感知价值的付费意愿研究——基于视频网站付费业务的调查分析

本文以感知价值为核心理论,利用437份问卷调查结果,构建结构方程模型,研究大学生群体视频平台付费意愿.结果表明:大学生对视频网站的感知易用性对感知有用性和感知价值有显著正向影响;感知有用性、娱乐性对感知价值也起到正向作用,而感知价格和风险对感知价值反向影响;感知价值与主观规范对付费意愿起到积极作用,免费价值观对付费意愿起到消极作用.     

虚拟形象广告中消费者感知价值对服装购买意愿的影响

文章应用了心理学的“刺激-机体-反应”范式,选取案例企业采用虚拟形象在社交媒体中发布的广告内容作为刺激变量,进行问卷调查,并建立结构方程模型分析影响路径,探究了服装产品中虚拟形象的消费者感知价值对品牌态度和购买意愿的影响。研究结果表明,消费者对发布内容的感知形象价值、感知娱乐价值和感知社交价值可以显著影响品牌态度(包括品牌情感和品牌认知),并促进购买意愿。感知信息价值可以显著影响品牌认知,但对品牌情感的影响并不显著。研究结论可以为品牌服装企业借助虚拟形象进行社交媒体营销提供建议。     

元宇宙背景下服装场景特性对购买意愿的影响研究——基于感知价值与临场感的中介效应

移动互联时代下场景营销成为企业营销取胜的关键，元宇宙概念的提出也为服装行业带来更丰富的互动入口。为探索服装场景特性在元宇宙背景下对消费者的作用机制，本文通过文献归纳及案例分析，从体验视角将元宇宙背景下服装场景的特性划分为场景依赖性、信息精准性、社会交互性、场景娱乐性四个特性，并构建理论模型。基于问卷调研数据，本文采用因子分析、回归分析和结构型模型结合的方法，实证检验了元宇宙背景下服装场景特性对购买意愿的影响。研究发现：场景依赖性、信息精准性、社会交互性和场景娱乐性、感知价值、临场感与购买意愿显著正相关；感知价值和临场感在服装场景特性与购买意愿之间具有中介作用；其中，消费者感知价值的中介效应较强。本文据此对企业在元宇宙背景下的场景营销战略提出对策与建议。     

消费者参与影响食品安全治理价值的机制研究

目前,我国食品安全治理面临严峻挑战,食品安全共治方针的提出引起学术界对共治进行探索.本文从消费者参与治理的角度,将营销领域的价值共创概念引入食品安全治理,通过回顾和整理文献,研究消费者参与食品安全治理对食品安全治理价值的作用机制,探讨消费者互动和信任间的复合中介关系,提出命题为治理实践作出参考.     

我国公众参与食品安全治理的价值、困境与突破

作为食品安全治理的重要主体,公众参与于我国食品安全治理现代化建设意义重大。随着近年来我国政府职能的转变和公民权利意识的增强,公众参与食品安全治理的社会环境正在逐渐形成。然而从实际效果来看,公众的有效参与仍面临着诸多亟待化解的困境。本文通过对社会价值、存在价值和制度功能的分析,深入探讨了公众参与食品安全治理的价值,比较了不同角色定位下公众的参与目的与参与类型的差异,剖析了我国食品安全治理中公众参与界限与制度保障方面存在的困境。在此基础上提出须确立公众参与原则、明确公众参与的主体与范围、完善制度保障、健全配套措施,方能促进我国食品安全社会共治格局的形成,提升政府公信力,实现公众的食品安全利益与社会的和谐稳定。     

色彩感知价值维度构建、简约量表开发与检验

根据当前色彩感知价值尚缺乏专用评价标准之现状,文章以服装色彩感知价值为研究对象,通过文献资料构建色彩感知价值的概念和维度;在消费者焦点访谈分析与前人相关量表基础上生成池项;通过专家和消费者评价、筛查量表,构建初始简约量表;利用探索性和验证性因子分析、信度和效度检验,形成最终简约量表。最终开发了包括美学、功能、情感和社会4个感知价值维度、12个测量题项的色彩感知价值简约量表,为服装的色彩研究提供新的理论依据和有效的测量工具。     

The effects of carrier,benefit, and perceived trust in information channel on functional food purchase intention among Chinese consumers

The importance of consumers’ perceptions and adoption behavior has been recognized in the development of functional food innovation, but the issues have not been widely explored in China. This study aimed to examine the effects of carrier, benefit, and trust in information channel about functional foods on purchase intention as well as the demographic differences of these effects. A survey with 1144 respondents from Mainland China revealed that carriers were more important factors than benefits for perceived attractiveness and purchase intention. Benefits were more positively evaluated when attached to a more attractive carrier. Benefits of improving the body’s natural defense system were most favored by all groups; benefits about specific diseases were suitable to tailor for certain groups. Consumers with low educational level were reluctant to functional foods. The improvement of consumer education level does not necessarily increase the consumers’ purchase intention. Given the Chinese acquaintance society and the jeopardized public trust in food safety, the interpersonal channel was the most trusted information channel. However, perceived trust in mass media had more remarkable effects in predicting purchase intention toward functional foods, the typical products with credence attributes. Trust in mass media negatively interacted with friends’ recommendation in affecting purchase intention. These findings extend our understanding of how to tailor products for different groups and the effects of information channels on purchase intention.     

Effects of the perception of traceable fresh food safety and nutrition on perceived health benefits,affective commitment,and repurchase intention

Because numerous food safety problems have gained public attention, consumers are now focused on food safety and nutrition as well as health benefits. While traceability is considered the most effective intervention to ensure food safety, understanding how to encourage consumers to purchase traceable fresh food (TFF) is crucial in developing the safe food market. A questionnaire survey was conducted in Taiwan to explore the effects of the perception of TFF safety and nutrition on perceived health benefits, affective commitment, and repurchase intention. TFF consumers, defined as those who had purchased TFF in the past three months, were asked to participate in the study; in total, 393 valid questionnaires were collected. Results of structural equation modeling analysis indicated that consumers’ TFF safety and nutrition perception affected their health benefit perceptions, which consequently influenced their affective commitment to TFF and repurchase intentions. These findings explain how TFF repurchase intentions are influenced by TFF safety and nutrition perception and health benefit perceptions. This paper provides some practical suggestions for TFF marketers to increase TFF consumption.     

Quality perception,purchase intention,and the impact of information on the evaluation of refined Pacific cupped oysters (Crassostrea gigas) by Dutch consumers

BACKGROUND

Oyster refinement using land‐based pond systems is a new activity in the Dutch oyster sector. It increases the oyster's tissue weight and changes its sensorial properties. However, the response of Dutch consumers towards refined oysters is unknown. The research aim was to gain insight into the importance of oyster quality parameters, drivers for oyster consumption, and acceptance of refined oysters by Dutch consumers, taking into account the information given to them about the product and process.

RESULTS

Taste, texture, and odor are the most important oyster quality characteristics for Dutch consumers. The outcome of questionnaires showed that willingness to buy and pay is influenced by factors such as the oysters' country of origin, cultivation area, and flavor profile. Refinement did not affect willingness to buy and pay. Furthermore Dutch consumers seem to have a preference for the flavor profile of refined oysters. Consumer evaluation showed that refined Pacific cupped oysters were perceived as sweeter compared with non‐refined oysters. When information on the cultivation process was disclosed, overall appreciation of refined oysters by consumers increased.

CONCLUSION

New insights in the importance of oyster quality characteristics for Dutch consumers are generated that can be used in the development of refined Pacific cupped oysters. © 2018 The Authors. Journal of The Science of Food and Agriculture published by John Wiley & Sons Ltd on behalf of Society of Chemical Industry.     

Impacts from region-of-origin labeling on consumer product perception and purchasing intention – Causal relationships in a TPB based model

In this study, an extended TPB model is applied for analyzing consumers’ purchasing behavior of regional pork. In addition to cognitive attitudes, subjective norms and perceived behavioral control the model includes personal norms/Affective Attitudes. Furthermore, identification with and perceived authenticity of a labeled region-of-origin are considered as determinants of consumers’ product perception. Based on a sample of 483 consumers, living in the German Federal State North-Rhine Westphalia, the study shows that normative and affective behavioral determinants are most relevant for consumers’ purchasing intention. Moreover, identification with and authenticity of a region both have a significant influence on the personal norms/affective attitudes and on cognitive attitudes that consumers hold towards regional pork.     

Interrelations among physical characteristics,sensory perception and oral processing of protein-based soft-solid structures

Oral processing is essential in breaking down the physicochemical structure of the food and thus important to the sensory perception of food in the mouth. To have an understanding of protein-based, soft-solid texture perception, a multidisciplinary approach was applied that combined studies of food microstructure with mechanical properties, sensory evaluation, and oral physiology. Model foods were developed by combining ion-induced micro-phase separation and protein-polysaccharide phase separation and inversion. Activities of masseter, anterior temporalis and anterior digastric muscles during oral processing were recorded by electromyography (EMG), while jaw movement amplitudes, durations, and velocities were simultaneously collected by a three-dimensional jaw tracking system (JT-3D). Changes in the microstructure of mixed gels significantly altered the characteristics of the chewing sequence, including the muscle activities, number of chews, chewing duration and chewing frequency. Mechanical attributes related to structural breakdown and sensory perception of firmness were highly correlated with the amount of muscle activity required to transform the initial structure into a bolus ready for swallowing. Chewing frequency was linked to mechanical properties such as recoverable energy, fracture strain and water holding capacity of the gels. Increased adhesiveness and moisture release also resulted in slower chewing frequency. Evaluation of oral processing parameters at various stages (i.e., first cycle, first 5 cycles, and last 3 cycles) was found to be a useful method to investigate the dynamic nature of sensory perception at first bite, during chewing and after swallowing. The study showed that muscle activity and jaw movement can be used to understand the links between physical properties of foods and sensory texture.     

连续式高剪切均质机结构机理 流场及功率研究

运用流体力学数理理论分析连续式高剪切均质机空腔内流体的流动,根据连续性方程、Navier-Stokes方程、能量方程对均质机理进行探讨,导出均质机空腔内定转子间隙区流体速度场、转子空间区流体速度场、定转子开槽区流体速度场,并从生产实际出发导出了均质机电动机功率选择的公式.为连续式高剪切均质机的进一步研究和设计提供了理论依据.     

基于时尚价值感知的传统刺绣消费市场细分及特征研究

伴随传统手工艺的文化复兴和时尚设计的多元化发展,中国刺绣元素日益受到时装品牌的青睐,但融入刺绣元素的时尚产品消费仍缺少动力.为促进刺绣元素的时尚设计研发与消费需求精准融合,文章基于关联式模型,通过因子分析、聚类分析归纳了四种刺绣元素时尚价值感知类型,采用对应分析的方法研究了消费群体的人口统计信息与时尚价值感知的关系.结...     

References to home-made and natural foods on the labels of ultra-processed products increase healthfulness perception and purchase intention: Insights for policy making

As nutritional recommendations change, new marketing strategies are expected to appear on food labels to convey the idea that products are healthful and aligned with the recommendations. In this context, the objective of the study was to evaluate the effect of references to ‘home-made’, images of natural foods and nutritional warnings on consumers’ healthfulness perception and purchase intention of labels of ultra-processed products with excessive content of nutrients associated with non-communicable diseases (NCDs). The study was conducted with 790 Uruguayan Facebook users (65% female, 18–89 years old), diverse in terms of educational and socio-economic levels. A choice experiment involving labels of four categories of ultra-processed products (burgers, cookies, instant soup and instant vanilla milk custard) was implemented. For each product category, eight sets of two labels differing in the presence of references to home-made, images of natural foods and nutritional warnings were designed. Half of the participants were asked to indicate the healthier product, whereas the other half were asked to indicate the product they would purchase. Data were analyzed using mixed logit models. The inclusion of references to home-made and images of natural foods on the labels had a positive effect on purchase intention and tended to create the belief that products were healthful. Nutritional warnings decreased healthfulness perception and discouraged participants' choice. In three of the product categories images of natural foods created a health halo that reduced the effect of nutritional warnings on product choice. Results from the present work suggest the need to develop stricter labelling regulations for ultra-processed products with high content of nutrients associated with NCDs.     

Consumer trust in the dairy value chain in China: The role of trustworthiness,the melamine scandal,and the media

This study provides a deep insight into Chinese consumer trust in the Chinese dairy value chain, as a lack of trust due to the 2008 melamine scandal has been widely recognized as a barrier to the development of the domestic dairy industry in China. Based on face-to-face interviews with 954 Chinese consumers in Beijing, Shanghai, and Shijiazhuang, this study measured consumer trust in farmers, manufacturers, retailers, the government, and third parties. Consumer trust was studied by measuring the effect of beliefs on the trustworthiness of actors (i.e., competence, benevolence, integrity, credibility, and openness), and current experiences regarding the melamine scandal and the media. The results showed that the level of trust in dairy chain actors varied. The government and third parties were relatively highly trusted, whereas retailers were considered less trustworthy. The importance of consumer beliefs about trustworthiness are different among actors. Consumer belief of competence determines trust in farmers and manufacturers. For retailers, the government, and third parties, respectively, benevolence, credibility, and openness are the most important factors. Trust in dairy chain actors is still strongly negatively affected by current experiences regarding the melamine scandal, even though it occurred more than 10 years ago. Using social media to directly provide more information and establish continuous daily communication with consumers could help manufacturers and third parties to strengthen consumer trust.     

Sweetness intensity perception and pleasantness ratings of sucrose, aspartame solutions and cola among multi-ethnic Malaysian subjects

As the sugar intake of Malaysians is one of the highest in the Asia Pacific region, we wanted to investigate how this high prevalence of ‘sweet tooth’ is influenced by biological determinants like age, gender, ethnicity and Body Mass Index (BMI). This study therefore sought to use the generalized Labeled Magnitude Scale to evaluate the sweetness intensity perception and pleasantness ratings of not only three increasing suprathreshold concentrations of sucrose and a popular naturally-sweetened carbonated beverage - Coca-Cola®, but also their non-nutritive sweetener (NNS) counterparts - aspartame and Coca-Cola Light®. Taken together, the overall intensity of NNS solutions and beverage was perceived as significantly higher, but not for their pleasantness. The intensity perception and pleasantness of most sweet solutions were not significantly associated with gender and BMI. Overall, Malays had a lower perceived intensity of sweet stimuli compared to other ethnicities, but a conclusion of the influence of ethnicity on sweetness pleasantness could not be met. Lastly, sweetness intensity perception and pleasantness ratings for both colas decreased significantly with age.