卡路里標籤對消費者購買選擇決策的影響

Abstract

近幾年，人們對於健康的觀念越來越重視。因此，為了增加消費者選擇產品的比率，許多廠商已經開始在產品上標示卡路里標籤。而過去的學者對於這一類的議題，著重在探討消費者到底會攝取多少量的卡路里，並且許多學者認為要讓消費者評估產品的卡路里多寡是一件很困難的事，導致消費者有過度消費並產生肥胖的情形。然而，本研究主要是探討產品標示卡路里標籤會如何影響消費者購買的選擇決策？此問題是過去比較少被探討的議題。我們提出對於消費者來說，卡路里標籤是一個微關非必要屬性。當消費者面對一些認為沒有特別偏好的產品或有決策困難(產品屬性都很接近時)，卡路里標籤將提供消費者一個正面的理由幫助他們作出最後的選擇決策。根據過去的研究發現，消費者對微關非必要屬性的評價會受到產品價格高低的影響。為了預測這個行為意向，我們提出三個假設和兩個實驗設計。第一個假設，卡路里標籤是一個微關非必要屬性。第二個假設，探討在相同價格產品下，若只有一個產品有卡路里標籤，將增加消費者的購買選擇決策。第三個假設，我們提供行銷管理者使用一些微關非必要屬性的策略，探討在不同價格產品下，因為消費者看待卡路里標籤會因產品價格的高低而受到不同的影響。最後，我們驗證出在許多產品中，當一高價格產品標示卡路里標籤時，會提高此產品被選擇的比率；相反地，當低價格產品要提高產品被選擇的比率，就必須跟進其他有標示卡路里標籤的高價格產品，同時標示卡路里標籤。本研究有兩個實驗設計利用問卷的方式來驗證假設推理，施測結果也都獲得支持。最後，作者根據研究結果提供若干管理意涵，也對後續研究提出相關建議。

Recently, people put more and more emphasis on health. To increase the consumer choice product rate, many factory owners have provided calorie labeling on their products. Before these issues, researchers discussed the number of calories that consumers consume in one meal. They concluded that it is difficult for consumers to evaluate the number of calories in an unlabeled product, resulting in over-consumption and obesity. Our research mainly discusses how products with calorie labeling affect consumers on their purchasing decisions. We propose that calorie labeling is a trivial attribute for consumers. When consumers face some products where they do not have any preference or they have trade-off difficulty when product attributes is closed, calorie labeling will provide a positive reason to assist consumers in making their decisions. According to prior research, consumers’ evaluation of trivial attributes is influenced by price. In order to predict behavioral intentions, we formulated three hypotheses and designed two experiments. In the first hypothesis, we propose that calorie labeling is a trivial attribute. In the second hypothesis, we propose that only among same price products will a product with calorie labeling have an increase in the products’ persuasion decisions. And in the third hypothesis, we provided the marketing manager with some trivial attribute strategies in different price products because consumers treat calorie labeling has different effects depended on the product’s price. Finally, we demonstrated that high price products were able to increase choice rate by uniquely offering a calorie labeling, while low price products were able to increase choice rate by sharing calorie labeling. In our research, we demonstrated our hypotheses by designing two experiments using questionnaires. Lastly, based on the results, we provide implications and suggestions of future research.