Purpose

This paper aims to propose a framework model of belief consistency on the confirmatory bias theory, trying to explore the interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency.

Design/methodology/approach

This paper presents a conceptual framework of belief consistency based on confirmation bias theory. The interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency.

Findings

Consumers’ willingness to purchase varies under interactions between cues of credence-label structure (product-level and ingredient-level credence-label cues) and different controversial types of health foods (noncontroversial health foods and controversial health foods). In the consumption context of noncontroversial health foods, the presence of product-level credence-label cues causes confirmation bias, greater perception of health belief consistency and higher willingness to purchase healthy foods. In the consumption context of controversial health foods, the presence of ingredient-level credence-label cues results in the prevention of confirmation bias, lower perception of unhealthy belief consistency and higher willingness to purchase health foods.

Originality/value

This paper offers a significant tool for researchers to enrich relevant theories in the field of the conceptual framework of cues of credence-label structure. It also discusses practical implications for enterprise marketing and for the health and welfare of consumers.

中文翻译：

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信用标签结构线索对消费者保健食品购买意愿的影响

目的

本文旨在基于验证性偏差理论提出信念一致性的框架模型，试图探讨信用标签结构线索与不同争议类型保健食品之间的相互作用以及信念一致性的中介机制。

设计/方法论/途径

本文提出了一个基于确认偏差理论的信念一致性概念框架。信任标签结构线索与不同争议类型保健食品之间的相互作用，以及信念一致性的中介机制。

发现

消费者的购买意愿在信用标签结构线索（产品级和成分级信用标签线索）与不同有争议类型的保健食品（无争议的保健食品和有争议的保健食品）之间的相互作用下有所不同。在无争议的健康食品消费背景下，产品级信用标签线索的存在会导致确认偏差、对健康信念一致性的更大认知以及更高的购买健康食品的意愿。在有争议的保健食品的消费背景下，成分级可信标签线索的存在可以防止确认偏差，降低对不健康信念一致性的感知，并提高购买保健食品的意愿。

原创性/价值

本文为研究人员丰富信用标签结构线索概念框架领域的相关理论提供了重要工具。它还讨论了对企业营销以及消费者健康和福利的实际影响。