Differences in Consumer Abstraction Levels as a Function of Risk Perception
研究通过手段-目的链方法分析两种不同风险感知水平的食品购买决策，发现高风险感知产品涉及更多食品安全问题，且年龄和收入影响信任属性成为关键选择因素。
Abstract This study investigates factors affecting consumer purchase choice (cognitive structures) in two foods with different perceived risk levels. Means‐end chain methodology is used to test for differences in the degrees of abstraction and complexity in the purchase decision process for each product. The results reveal significant differences, with more food safety issues coming into play in the case of the product associated with higher perceived risk in the past. This might suggest a non‐temporal effect on consumers’ level of risk perception in food products, with important implications for crisis management. Furthermore, logit models estimated to investigate the health impact of foods show that age and income have played a role in turning this credence attribute into a key element of consumer choice.