健康警示标签与折扣促销广告对含糖饮料购买决策的影响：负面情绪和感知风险的中介作用

Abstract

本研究旨在探讨健康警示标签（HWL）与折扣促销广告组合对顾客购买含糖饮料决策的影响及其机制。随着含糖饮料在国内市场的流行，过量糖分摄取给消费者带来了健康隐患。HWL是一种潜在的健康行为干预措施，但过往研究忽视了折扣促销广告与含糖饮料的关联性。本文基于心理抗拒理论和感知风险理论，提出负面情绪和感知风险在HWL与折扣促销广告组合对购买意愿的影响中起中介作用的研究假设。采用网络实验法，通过2（无健康警示标签vs.有健康警示标签）×2（无折扣促销广告vs.有折扣促销广告）的组件实验设计，将负面情绪和感知风险作为中介变量。数据分析结果表明：（1）健康警示标签与折扣促销广告组合对购买意愿的影响效果不一致，...In recent years, the popularity of sugar-sweetened beverages in the domestic market has led to a series of health risks and threats posed by excessive sugar intake to consumers. Health Warning Label (HWL), as a potential health behavior intervention, has opened up a feasible pathway to improve the health of the nation, but previous studies have mainly explored the type and presentation of HWL, ign...