产品包装营养信息影响酸奶选择意向的实验研究

摘要

研究了营养信息内容和不同信息强调形式对消费者酸奶选择的影响.制作不同的酸奶产品营养信息标签,招募90名20～45岁的公司职员进行购物选择实验,采用SPSS 18.0进行数据分析.结果表明:营养成分表中增加维生素、饱和脂肪酸和胆固醇质量分数的内容受到关注,营养声称对酸奶选择有显著影响.标签正面增加推荐图标、推荐文字或成分含量说明的酸奶可提高受试者的选择比例.%Study the impact of modifying the nutrition information,including the changed nutrient content and different ways of highlighting the nutritional information,on consumer's purchase choice.Ninety company staffs aged 20-45 were recruited in Beijing to participate the purchase choice experiments with modified yogurt package with nutrition information labels.The data were analyzed with SPSS 18.0.Results:Nutrition fact table with additional information on vitamin,saturated fatty acids and cholesterol contents were preferred by the respondents.Products with nutrition claims had significant influence on yogurt choice.Nutrition highlights with recommending icons or descriptions,or contents of a nutrient content on the front of the package could enhance the rate of preference among respondents.