Research On The Influence Of Luck Perception On Consumers’ Indulgent Behavior In Organic Consumption Model

With the popularity of lucky marketing such as lottery in the organic food industry,more and more organic food businesses begin to use lottery to promote and sell organic food.But while such lotteries can help businesses boost sales,they can also do hidden harm to consumers.This is because lottery activities will cause consumers’ perception of luck,which will lead to subsequent indulgent behaviors.Specifically,lucky events triggered by winning the lottery may lead consumers to choose unhealthy food after eating healthy organic food,which is contrary to the original intention of consumers to buy organic food.However,the review of previous literature shows that there is no research on the influence of luck perception on consumers’ indulgence behavior in the field of organic food.Therefore,this paper studies the influence of luck perception brought by lottery on consumers’ subsequent indulgence behavior in the context of organic food consumption.It provides some suggestions for organic food enterprises to promote organic food.Based on the Seif-licensing Effect,S-O-R Theory Model and Associative Learning Theory,this paper establishes a mechanism model of the influence of luck perception on consumer indulgence after organic consumption.Through three single-factor,two-level experiments(luck perception:lucky vs.unlucky)and a 2(luck perception:lucky vs.unlucky)x2(color:red vs.white)between subject experiments verifies the research hypothesis of this paper.Experiment 1 is mainly to test the main effects of the model.The results showed that after organic consumption,the perception of luck brought about by the lottery led consumers to subsequent indulgent behavior,that is,to make consumers more willing to choose unhealthy foods.Experiment 2 was mainly designed to rule out non-organic consumption and enhance the robustness of Experiment 1.The results showed that in the case of non-organic consumption,the luck perception of the lottery had no effect on subsequent behavior.Experiment 3 is mainly to test the mediating effect of the model.Experiment 3 is mainly to test the mediating effect of the model.The results show that the influence of luck perception on consumers’ indulgent behavior is mediated by the sense of surprise under organic consumption.At the same time,the results of Experiment 3 also confirm the main effect of our model.Finally,Experiment 4 was designed primarily to test the moderating effects of the model,showing that red moderates indulgent behavior caused by luck perception under organic consumption.Specifically,red stimuli can reduce the likelihood that the perception of luck triggered by a lottery leads to consumers’ subsequent unhealthy food choices.Based on the above research conclusions,in the field of organic food,this paper combines the content about consumer emotions and color marketing to study consumer indulgence behavior,enriching the related research on consumer indulgence behavior in the field of organic food.In addition,this paper provides marketing strategies for organic food companies that use lucky marketing such as raffles or those that sell healthy products.Allowing organic food companies or other companies selling healthy products to use lucky marketing,such as lottery,can also prevent the negative impact of "lucky marketing" on consumers,and safeguard the common interests of enterprises and consumers.