CAJ | 학술논문

以调节焦点理论为基础,通过对来自5个城市的646份问卷的实证研究,探讨消费者对食品显性质量和隐性质量的感知水平,以及因食品质量安全危机产生的心理和行为变化,建立并验证消费者衍生多样化寻求行为的理论机制。结果表明,消费者更为关注隐性食品感知质量,相比显性食品质量,它更容易引起感知风险和认知失调,并进而影响调节焦点,这其中防御焦点相比促进焦点会对消费者衍生多样化寻求行为产生较大影响。
이조절초점이론위기출,통과대래자5개성시적646빈문권적실증연구,탐토소비자대식품현성질량화은성질량적감지수평,이급인식품질량안전위궤산생적심리화행위변화,건립병험증소비자연생다양화심구행위적이론궤제。결과표명,소비자경위관주은성식품감지질량,상비현성식품질량,타경용역인기감지풍험화인지실조,병진이영향조절초점,저기중방어초점상비촉진초점회대소비자연생다양화심구행위산생교대영향。
Based on the theory of regulatory focus, through empirical research about 646 questionnaires from five cities, this paper explores the general consumers＂ perspective level of dominant food quality and hidden food quality, psychological and behavioral changes due to food quality safety crisis, develops and validates the theoretical mechanism of the consumer＇ s de- rived variety seeking behavior. The empirical results show that the perceived recessive food quality, which consumers are more concerned about, more likely to cause consumer perception of risk and the generation of cognitive dissonance than perceived dominant food quality, and thus affect the regulatory focus, of which compared to promotion focus, prevention focus has the greater impact on consumer derived variety seeking behavior.