フードシステム研究
Online ISSN : 1884-5118
Print ISSN : 1341-0296
ISSN-L : 1341-0296
食品購買における消費者の情報処理プロセスの特質
認知的概念モデルと発話思考プロトコル分析
新山 陽子西川 朗三輪 さち子
著者情報
ジャーナル フリー

2007 年 14 巻 1 号 p. 15-33

詳細
抄録

We know a trend toward supply of the detailed production history information of a food at the point of purchase to consumer with trace-ability system in the food chain. On the other hand, psychological consumer behavior research has pointed out the limitation of information processing capacity and therefore the adoption of the simplified information processing methods as heuristics at the point of purchase.
This study has given the consumer information processing model has been based on comprehensive models as EBM Model, Bettman Model, Elaboration Likelihood Model and so on. Based on the model, we have collected the protocol date of consumers by thinking aloudmethod at the point of five kinds flesh foods purchase in a retail shop, and have analyzed the number of search items and attributes of the foods, the kinds of decision strategy and the times of the information processing. As the results, we have pointed out routine problem solving or limited problem solving included heuristic decision strategies in the consumer information processing at the point of purchase. Accordingly, it is not a realistic idea that consumers make it a practice to refer the supplied great detailed information at the point of food purchase. It is desirable that we supply essential information of food attributes with simplified condition to consumers.

著者関連情報
© 日本フードシステム学会
前の記事 次の記事
feedback
Top