Study On The Impact Of The Claims In Food Nutrition Labeling Food On Purchase Intention Of Consumers

In recent years,with the improvement of the quality of life,consumers have gradually changed from the most basic needs of food and clothing to the nutritional health needs of today.However,the existence of asymmetric information between consumers and businesses in the market has caused consumers to face certain uncertainties in the selection of dairy products.The existence of claims provides convenience for consumers to choose the right type of products according to their true nutritional needs.It can be better responsible for the health of themselves or their families and friends.Therefore,claims to have important guiding effects for consumers’purchases.Many scholars have some research on claims,but there are few studies on the impact of claims on consumer purchase behavior,and whether the existence of dairy claims affects consumers’ willingness to purchase,what is the intrinsic influence mechanism,which is the content of this paper.Based on the consumer’s perspective,based on S-O-R theory,information asymmetry theory and fine processing possibility theory,this paper uses dairy claims as an external stimulus,perceived value as a mediator,product knowledge and involvement as moderator.The regulatory variables that influence the impact of value,and the impact of research on consumers’ willingness to purchase.With reference to the mature scales at home and abroad,combined with the real existence of dairy claims in the market,this paper designs a situational experiment and formal questionnaire suitable for this paper under partial modification.Using SPSS20.0 to analyze and hypothesize the collected data,the main research conclusions of this paper are obtained through data analysis:(1)Claims have a significant positive impact on consumers’willingness to purchase;(2)Claims have a significant positive impact on the perceived value of consumers and their dimensions;(3)The higher the perceived value,the stronger the willingness of consumers to purchase;(4)Perceived value plays a mediating role in the process of claims to influence consumers’ willingness to purchase;(5)Product knowledge and involvement Partial regulation is played in the process of dairy claims to have an impact on consumer perceived value.Finally,based on the conclusions of the research,the research limitations and future research directions of this paper are pointed out.