| The nutritional health of residents depends on the balance of various nutritional elements in food.Insufficient intake of nutritional elements will lead to malnutrition,and excessive intake of unhealthy food will also lead to obesity.In the case of sufficient food supply and easy access to unhealthy food,the appearance of food nutrition label provides quantitative information about food nutrition and health,simplifies the evaluation process of consumers,and helps consumers to make healthier food choices to some extent.In addition to the nutrition labels attached to food packages,anthropomorphic marketing strategies also affect consumers' food buying intentions to a certain extent.Most previous studies have shown that anthropomorphic marketing strategy can increase consumers' attention to the brand,meet consumers' social needs,and then bring consumers' positive evaluation of the product or brand.Therefore,how to properly apply anthropomorphic marketing strategy in food brand marketing is of great significance to food manufacturers and marketers.At the present stage,most studies mainly focus on how anthropomorphic marketing strategies and nutrition labels directly affect consumer behavior,and consumers' psychological perception mechanism of anthropomorphic marketing strategies is mainly explained from the perspective of identification and interaction.Starting from the anthropomorphic perspective of food packaging,this study proposes that anthropomorphic marketing strategies of packaging can influence the types of Comparative Judgment strategies adopted by consumers in the process of food purchase according to Comparative Judgment Strategy.It is speculated that the comparative judgment strategy mediates the effect of anthropomorphic packaging on consumers' purchase intention of food with different types of nutrition labels.In this study,a total of three experiments were designed to verify the research hypothesis.In all three experiments,questionnaires were randomly distributed to the subjects through the questionnaire star platform,and the subjects were randomly assigned to 2(anthropomorphic packaging: Yes vs.No)*2(nutrition label type: evaluative vs.objective),the measurement of each variable in the questionnaire was completed by reading different contextual text information.Finally,the research hypothesis of this paper is verified and the research conclusion is drawn:(1)There is an interactive effect between food packaging type and nutrition label type on consumers' food purchase intention.(2)The types of consumers' comparative judgment strategies mediate the relationship between food personification packaging strategies and consumers' purchasing intentions for food with different nutrition labels.The research significance of this paper can be divided into the following points:From the theoretical level,(1)Based on previous studies,this paper further verifies that there is an interactive effect between food packaging type and nutrition label type on consumers' food purchase intention,filling the theoretical blank of consumers' food purchase intention from the perspective of anthropomorphic food packaging.(2)This paper found the psychological mechanism by which the interaction between food packaging type and nutrition label type leads to the difference in consumers' purchase intention,and verified the mediating role of comparative judgment strategy in the influence of anthropomorphic packaging strategy on consumers' food purchase intention.From the perspective of practical significance,(1)when marketing personnel promote food,the appropriate match of the two marketing strategies of food anthropomorphic packaging and nutrition label can often bring positive marketing effects.(2)in the homogeneity serious food market,companies need to realize their product positioning,on the basis of according to different characteristics of food packaging will cause consumers to take different judgments strategy this inference,choose whether anthropomorphic,image and how to for food packaging matching,corresponding to the appropriate nutrition labels. |
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