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2010“国潮”来袭，食品包装图案中使用传统文化元素的现象频繁出现，但不同案例所引发的市场反应却大相径庭。以往研究多聚焦于不同外在表现形式的传统文化元素（如色彩）对消费者反应的影响，而较少关注其描述性程度不同可能导致的差异性影响。基于意义迁移模型，本文发现食品包装图案中传统文化元素描述性通过纯粹真实性的中介作用于感知健康，进而影响消费者的购买意愿。而且，本土式（外国式）品牌名称在上述影响过程中发挥调节作用，同时健康（不健康）产品类型可作为上述效应的边界条件。本研究创新性地在食品包装视觉领域提出传统文化元素描述性构念，并揭示了传统文化元素描述性与消费者反应之间关系的“黑箱”，不仅促进了意义迁移模型的理论发展，而且为企业提供了细致化的产品包装设计策略借鉴。
食品包装图案中传统文化元素描述性对感知健康的影响
摘要
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引用本文
许梦梦, 江红艳, 刘恬, 等. 食品包装图案中传统文化元素描述性对感知健康的影响[J]. 外国经济与管理, 2024, 46(6): 112-133.
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