环境温度对消费者健康食品和不健康食品选择的影响研究

发布时间：2018-07-28 12:58

【摘要】：食物对人体健康非常重要。在物质匮乏时期,食物摄入不足会带来一系列健康问题。随着社会的进步,对绝大多数人来说摄入足够的食物已经不再是难题,食物的健康与否成为影响人体健康的重要因素。健康食品是指从长期来看有益于人体健康的食品,与之相对应的是不健康食品,即长期来看不利于人体健康,但是短期来看可以满足消费者的享乐需求的食品。从理性的角度来讲,消费者在消费食物时应该选择健康食品而不选择不健康食品,但实际情况是,大多数人都有消费不健康食品的经历。在购物时,自我控制能力低的消费者往往难以抵挡不健康食品的诱惑,从而购买不健康食品;有时消费者在不理性的情况下也可能会购买不健康食品。商家则会采取各种各样的措施来引导消费者购买健康食品或者不健康食品。对消费者的健康食品与不健康食品选择行为的研究是近来学术研究的热点话题之一。从现有文献来看,影响消费者健康食品与不健康食品选择行为的因素可以分为三类:一类是消费者自身的因素(例如消费者的个性特质等);一类是商家采用的营销策略(例如4p);还有一类是消费者购物时置身其中的环境因素。从环境因素的角度来研究消费者的健康食品与不健康食品选择行为是目前研究的新兴方向,现有文献在研究该问题上已经探讨了灯光强度这一环境因素的影响效应。本文在此基础上,进一步深挖环境因素中环境温度的影响效应。本文通过四个实验验证环境温度对消费者健康食品与不健康食品选择行文的影响效应,并揭示了环境温度起作用的中介机制以及作用边界。实验一、二验证了环境温度与中介机制认知方式的关系;实验三验证了认知方式的中介机制;实验四验证了自我控制能力的调节效应。得到如下结论:(1)环境温度会影响消费者的健康食品与不健康食品选择行为。具体是,在环境温度较高的情境下,消费者倾向于选择健康食品,在环境温度较低的情境下,消费者倾向于选择不健康食品;(2)认知方式是环境温度影响消费者健康食品与不健康食品选择行为的中介机制;(3)自我控制能力调节了环境温度对消费者健康食品与不健康食品选择行为的影响效应。
[Abstract]:Food is very important to human health. A lack of food can lead to a range of health problems during periods of material deprivation. With the development of society, it is no longer a difficult problem for most people to eat enough food. The health of food has become an important factor affecting human health. Health food is a kind of food that is beneficial to human health in the long run, and it is an unhealthy food in the long run, that is, it is not good for human health in the long run, but in the short term, it can meet the needs of consumers. From a rational point of view, consumers should choose healthy food rather than unhealthy food when consuming food, but the reality is that most people have the experience of consuming unhealthy food. When shopping, consumers with low self-control are often unable to resist the temptation of unhealthy food to buy unhealthy food; sometimes consumers may also buy unhealthy food under irrational circumstances. Businesses take a variety of measures to induce consumers to buy healthy or unhealthy foods. The research on consumers' healthy and unhealthy food choices is one of the hot topics in recent academic research. Judging from the available literature, The factors that influence consumers' healthy and unhealthy food choices can be divided into three categories: one is the consumer's own factors (such as consumer's personality, etc.); the other is the marketing strategy used by the business (e.g. 4p); and There are one kind of consumer shopping in one of the environmental factors. It is a new direction to study consumers' healthy food and unhealthy food choice behavior from the angle of environmental factors. The existing literature has discussed the effect of light intensity, an environmental factor, on this issue. On the basis of this, the effect of environmental temperature on environmental factors in deep excavation is further studied. In this paper, four experiments were conducted to verify the effect of ambient temperature on the choice of healthy food and unhealthy food for consumers, and to reveal the mediating mechanism and boundary of environmental temperature. Experiments 1 and 2 verify the relationship between environmental temperature and cognitive style of intermediary mechanism; experiment 3 verifies the intermediary mechanism of cognitive style; and experiment 4 verifies the regulatory effect of self-control ability. The conclusions are as follows: (1) Environmental temperature will affect consumer's healthy food and unhealthy food choice behavior. Specifically, consumers tend to choose healthy foods in higher ambient temperatures, and in lower ambient temperatures, Consumers tend to choose unhealthy food; (2) Cognitive style is the intermediary mechanism of environmental temperature influencing consumer's healthy food and unhealthy food choice behavior; (3) Self-control ability regulates environmental temperature to consumer healthy food. The effect of unhealthy food selection behavior.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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