农产品绿色信息完美度及品牌知名度对说服效果的影响:双面信息的视角

摘要为分析消费者对具有部分绿色特征的农产品的态度,笔者通过2(知名品牌和不知名品牌)×3(完美绿色单面信息、工艺非绿色双面信息和材料非绿色双面信息)的组间因子实验,探索了品牌知名度、负面属性可控性对绿色双面信息说服效果的影响。结果发现,绿色双面信息对不知名品牌的可信度提升比知名品牌明显;原料非绿色双面信息在产品评价上的消极作用弱于工艺类非绿色双面信息;绿色双面信息增加价格折扣信息能够提升知名品牌的购买意愿而降低不知名品牌的购买意愿。最后,笔者指出了研究结论对绿色农产品营销实践的启示意义。

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	刘中刚

关键词：双面信息品牌知名度可控性绿色农产品

Abstract： To explore the effect of two-sided messages on unknown green farm produce brand, based on factor experiment 2 (unknown brand and famous brand) x 3 (one-sided messages in perfect green, two-sided messages in process, two-sided messages in raw material), the study analyzes the persuasive effects of brand awareness, negative features controllability and discount information on two-sided messages. The results show that two-sided messages are beneficial to unknown brand; Negative information about raw material is weaker than that of the processed; adding price discount information into two-sided messages can improve purchase intention of famous green brand while reduce purchase intention of the unknown brand. The inspiration for green farm produce marketing is drawn at last.

Keywords： Two-Sided Messages Brand Awareness Controllability Green Agricultural Products

收稿日期 2015-01-26; 接受日期 2015-09-18;

基金资助:国家社会科学基金项目(13BGL131);教育部人文社会科学基金项目(10YJC630162)

作者简介: 刘中刚(1974-),男,河南固始人,管理学博士,副教授,主要从事营销传播研究。

引用本文:

刘中刚.农产品绿色信息完美度及品牌知名度对说服效果的影响:双面信息的视角[J]. 经济经纬, 2015,5: 31-36

LIU Zhong-gang.The Persuasive Effect of Brand Awareness and Perfection of Information about Green Farm: from the Perspective of Two-Sided Messages[J] Economic Survey, 2015,V32(5): 31-36

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2015/V32/I5/31