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论文编号：	14775
作者编号：	2120223680
上传时间：	2024/6/9 19:53:44
中文题目：	越美越好？——食物美感对消费者自然和健康感知的影响研究
英文题目：	The more beautiful, the better? -- A study of the effect of food prettiness on consumer perceptions of naturalness and healthiness
指导老师：	白长虹
中文关键字：	食物美学；自然感知；健康感知；倒U型关系
英文关键字：	food aesthetic , naturalness perception , healthiness perception , inverted U-shaped relationship
中文摘要：	随着电子商务和线上零售电商平台的兴起，产品的陈列方式不再局限于线下实体，而更多是以在线图片的方式呈现在消费者面前。许多商家都希望尽可能地在图片中美化产品以提升产品吸引力，促进消费者购买。然而，真的越美越好吗？本研究以食物为切入点，探讨食物美感对消费者自然与健康感知的影响。通过4个子研究发现，食物美感和自然感知之间存在着倒U型关系，即当食物美感太低或太高时，消费者都会认为食物不太自然，进而影响其对食物健康的感知；当食物有中等美感时，消费者对食物的自然与健康感知高于当食物有较高或较低美感时。而对食物的熟悉度调节了食物美感和健康感知之间的关系。具体而言，本研究所发现的食物美感与健康感知之间的倒U型关系只在人们对该食物较为熟悉时出现；当人们对目标食物不熟悉度时，食物美感和健康感知之间呈现正向的线性关系，即食物越美感知越健康。 本文的结论对于食物营销和美感相关的研究具有重要的理论贡献和实践意义。本文的理论贡献在于打破了以往食物美感与自然和健康感知之间的线性关系，提供了食物美感如何影响健康感知的新路径，丰富了食物美感与消费者评价的关系，进一步完善食物美感的相关研究；本文的营销实践意义在于为许多线上生鲜平台提供了一定的启示，有助于平台商家根据顾客对食物的熟悉度来针对性地设计食物展示图片，从而提升消费者对食物的自然感知和健康感知。
英文摘要：	With the rise of e-commerce and online retail platforms, the way products are displayed is no longer limited to offline brick and mortar, but is more often presented to consumers as online pictures. Many businesses hope to beautify their products in the pictures as much as possible to enhance the attractiveness of the products and promote consumer purchases. However, is it really the more beautiful the better? This research uses food as the starting point to explore the impact of food aesthetics on consumers' perceptions of naturalness and healthiness. Through four sub-studies, this paper finds that there is an inverted U-shaped relationship between food prettiness and perceived naturalness, i.e., when food prettiness are too low or too high, consumers perceive food as less natural, which in turn affects their perception of food healthiness; when food has medium prettiness, consumers' perception of food naturalness and healthiness is higher than when food has high or low prettiness. Familiarity with food regulates the relationship between food aesthetics and health perception. Specifically, the inverted U-shaped relationship between food aesthetic feeling and healthiness perception only appears when people are familiar with the food; When people are unfamiliar with the target food, there is a positive linear relationship between food aesthetics and healthiness perception, that is, the more beautiful the food, the healthier the perception.The findings of this paper have important theoretical value and practical implications for research related to food marketing and aesthetics. The findings of this paper have important theoretical value and practical significance for research related to food marketing and aesthetics. The theoretical significance of this paper is that it breaks the linear relationship between food aesthetics and nature and health perception, provides a new path of how food aesthetics affects health perception, enriches the relationship between food aesthetics and consumers' evaluation, and further improves the research on food aesthetics; the practical significance of this paper lies in that it provides certain inspiration for many online fresh food platforms, which can help the platform merchants to design food display pictures in accordance with the customers' familiarity with the food, thus enhancing consumers' nature and health perception. The practical significance of this paper is to provide some insights for many online fresh food platforms, which can help platform merchants to design food display pictures according to customers' familiarity with the food, so as to enhance consumers' perception of food naturalness and healthiness.
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