浪漫或现实?网红餐饮模糊食物名称对购买意愿的影响

Romantic or Realistic?The Effect of Ambiguous Food Names on Willingness to Buy in the Internet Celebrity Catering

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摘要模糊食物名称逐渐成为网红餐饮的潮流趋势。文章基于心理意象理论,采用4项情景实验和1项田野实验揭示了食物名称模糊程度对消费者购买意愿的影响机制。结果表明:1)食物名称模糊程度和购买意愿之间存在倒U形关系,随着食物名称模糊程度不断提升,购买意愿呈现出先高后低的变化趋势;2)心理意象在食物名称模糊程度和购买意愿的关系中起到中介作用;3)菜单项描述调节了上述中介作用,当使用图片形式时,消费者心理意象不会随食物名称模糊程度增大而出现倒U形,而使用文字或图文形式时,食物名称模糊程度和心理意象的倒U形关系仍存在,中等水平模糊程度食物名称和图文菜单项描述的组合表现最优。研究在理论层面拓宽了心理意象理论的适用情境,并通过信息补充方式的匹配效应丰富了理论内涵,在实践层面启发餐厅相关管理者在食物命名、菜单项描述等方面的优化与创新。 In the era of Internet celebrity catering,ambiguous food names play an important role in promoting consumers'imagination and positive behaviors and have gradually become the trend of Internet celebrity catering in practice.Unlike traditional food names,these ambiguous food names tend to be vague and difficult to comprehend since they lack the basic descriptions of the food,such as how it is prepared and the main ingredients.Ambiguous food names can trigger consumers'imagination and food flavor perception,resulting in a positive product attitude or restaurant impression.However,in the context of Internet celebrity catering,gimmicky marketing often makes consumers have stereotypes about their products.Therefore,whether ambiguous food names have a positive“romantic”effect or a negative effect from deviating from“reality”is a topic worthy of in-depth discussion.On the basis of mental imagery theory,this study conducted four scenario-based experiments and one field experiment to explore how the ambiguity of food names triggers consumers'willingness to buy.Study 1 first showed an inverted-U relationship between the ambiguity of food names and consumers'willingness to buy.This experiment used a single factor between-subjects design with three levels of ambiguous food names(low vs.middle vs.high).The results revealed that consumers'willingness to buy first increased as the ambiguity of food names increased from low to middle,but consumers'willingness to buy then decreased when the ambiguity of food names increased from middle to high,supporting the inverted-U relationship between the ambiguity of food names and the willingness to buy(H1).Study 2used a similar design as Study 1 to further test the proposed underlying mechanism by examining the mediating effect of mental imagery.The results revealed an inverted-U relationship between the ambiguity of food names and consumers'mental imagery(H2).More importantly,mental imagery partially mediated the effect of ambiguous food names on willingness to buy(H3).Study 3a used 3levels of ambiguous food names(low vs.middle vs.high)×3 menu item descriptions(none vs.text vs.picture)in a between-subjects design,whereas Study 3b used 3 levels of ambiguous food names(low vs.middle vs.high)×3 menu item descriptions(text vs.picture vs.text with picture)in a between-subjects design.The results showed that the menu item description moderated the above mediating effect:when the menu item description was in a text form,consumers'mental imagery showed an inverted U-shaped change with increasing food name ambiguity(H4a);when the description of the menu item was in the form of pictures,the inverted U-shaped relationship disappeared(H4b);and when the description included both text and pictures,the inverted U-shaped relationship between the ambiguity of food names and mental imagery appeared(H4c).Study 4 used a one-factor(ambiguity of food name:low vs.middle vs.high)between-subjects design with menu item descriptions that included both text and pictures.We chose the REDnote,which is not only a popular social media platform but also a consumer decision portal in China,for our experiment.The field results showed an inverted-U relationship between the ambiguity of food names and three indices for evaluating the effects(likes,collects and comments),supporting our assumption.Therefore,at the theoretical level,this research broadens the application of mental imagery theory and enriches its theoretical connotation through the matching effect of food names and menu item descriptions.Practically,this research could inspire relevant managers of Internet celebrity catering to better design food menus.

作者周星徐颖儿杨洋陈瑞涂青青孔雨柔 ZHOU Xing;XU Yinger;YANG Yang;CHEN Rui;TU Qingqing;KONG Yurou(School of Management,Xiamen University,Xiamen 361005,China;School of International Tourism and Culture,Guizhou Normal University,Guiyang 550025,China)

机构地区厦门大学管理学院贵州师范大学国际旅游文化学院

出处《旅游学刊》北大核心 2025年第2期106-120,共15页 Tourism Tribune

基金国家社会科学基金重点项目“后疫情时代服务消费嬗变与服务供给机制重塑问题研究”(21AGL019)资助。

关键词食物名称模糊程度心理意象购买意愿菜单项描述网红餐饮 ambiguity of food name mental imagery willingness to buy menu item description .Intemnet celebrity catering

分类号 F59 [经济管理—旅游管理]

作者简介周星(1967-),女,福建宁德人,教授,研究方向为服务管理、消费者行为,E-mail:xzhou@xmu.edu.cn;通讯作者:徐颖儿(1996-),女,浙江宁波人,博士研究生,研究方向为旅游消费者行为、社会文化地理(城市消费),E-mail:xuyingrlw@163.com;杨洋(1988-),男,湖北钟祥人,博士,讲师,研究方向为消费者行为、疗愈景观体验;陈瑞(1986-),男,山东泗水人,博士,副教授,研究方向为消费者行为;涂青青(2000-),女,贵州铜仁人,硕士研究生;孔雨柔(1994-),女,河南郑州人,博士研究生,研究方向为服务管理、消费者行为。