A Study On The Influence Of Information Framework On Consumers’ Purchase Intention Of Waterfowl Products

Food safety is a major livelihood project and food safety information is a matter of public health and well-being.The safety of livestock and poultry products in China is still a concern for consumers and one of the challenges facing the waterfowl industry industry is the availability of food safety information.Previous studies have shown that different sources and channels of information have an impact on consumers’ perceptions and therefore on their willingness to buy.However,there is a lack of research on how food safety information is presented.This paper summarises the previous literature and explores the relationship between different ways of presenting food safety information advertisements and consumers’ willingness to buy.It is found that food safety information is the most important basis for promoting the purchase of waterfowl agricultural products,and that governments and producers can use advertising frames to promote waterfowl agricultural products to consumers according to the characteristics of the different types of advertising frames,i.e.the different mechanisms by which gain and loss frames affect consumers’ perceptions and purchase intentions.Based on information framing theory and dual-system theory,this study creates a research model of the effect of advertising message frames on consumers’ purchase intention of waterfowl food products,which is used to analyse the paths and boundary conditions of advertising message design on consumers’ purchase intention.In this paper,475 micro-research data were obtained through an online platform,and waterfowl products were used as the research object.The message framework was controlled through a scenario simulation method,and a combination of psychological control tests and questionnaires were used to enable respondents assigned to different scenarios to make their choices through questionnaires.In order to ensure the validity of the study,this paper demonstrated the feasibility of the study through a pre-study.In the formal survey,the direct path,indirect path and boundary conditions of the advertising message framework and consumer purchase intention proposed in the previous hypothesis were verified several times by means of ANOVA and hierarchical regression analysis.The specific findings are as follows.First,message framing can make a difference to consumer purchase intentions for waterfowl products.Compared to loss framing,gain framing gives consumers an increase in expected utility that is more likely to increase consumer purchase intention for waterfowl products.Again,this study confirms the existence of information framing theory in the area of consumer purchase decisions,so this paper concludes that cognitive bias due to information framing exists in the effect of food safety information on consumer waterfowl product purchase decisions.In the long term,this suggests that changing consumption through appropriate information strategies may be a viable social marketing objective.Second,food safety perceptions can have an elevating effect on consumers’ purchase intentions,increasing their expected utility in the purchase decision process,which means that trust is high and scepticism is low when food safety perceptions are high.In addition,food safety perceptions have a masking effect between information framing and consumer purchase intentions.The masking effect of food safety perceptions contributes to the effect of information framing on consumer purchase intentions for waterfowl products.Thirdly,there are boundary conditions for the role of information framing,with a priori knowledge having a significant reinforcing or facilitating effect on information framing and food safety perceptions,and food safety perceptions having a masking effect on information framing and purchase intentions.In addition,the results of the indirect pathway moderating the mediating effect of prior knowledge on food safety perceptions show that there is a significant masking effect of food safety perceptions between advertising information frames and consumers’ purchase intentions when prior knowledge is low,but not when prior knowledge is high.This paper applies information framing theory to the field of consumer purchase decisions,enriching the research on the influence of food safety information and information framing on consumer decision making.Based on the above findings,this paper provides scientific suggestions for improving the effectiveness of consumer information exchange and food safety perceptions,which will help to increase consumers’ willingness to purchase waterfowl products.Further,this paper also provides recommendations for the government,waterfowl production and marketing staff and consumers in terms of information strategies,market segmentation and the improvement of consumer awareness,respectively.