从类型属性和知情敏感出发：揭示食品信息不对称对消费心理忧虑的影响

From the Perspective of Type Attribute and Informed Sensitivity: Revealing the Influence of Food Information Asymmetry on Consumer Psychological Anxiety

摘要: 研究目标：伴随着云计算、信息化和互联网技术的发展，人们了解信息的广度和深度得到提升的同时也伴随着信息茧房。社交媒体逐渐成为人们了解信息的主要渠道，真假信息、不透明的信息对消费者的判断会产生干扰，特别是部分不良厂商以次充好，会导致相关行业和上下游企业遭遇信任危机，为此，本文将探究食品信息不对称与消费者心理之间的联系。研究方法：本文分别采用文献梳理、关键词图谱、随机和预设实验法来探究信息不对称在类型属性和知情敏感层面对消费者心理忧虑的影响。研究结果：研究结果一致确认了假设中信息和心理之间的相关性，其中，实验一通过对食品感知、信息不对称、消费者忧虑、信息敏感等关键词进行图谱分析，验证了这三者之间存在联系。实验二通过实验室实验与田野实验考察了不同情境下有效信息知情程度与价值有效判断的关系，以及信息价值评估的差异性如何影响消费者的忧虑程度。研究结论：这项研究通过强调类型属性和知情环境的重要性，发现了商品的相对信息不对称与消费者的心理忧虑之间存在斜S型关系，由此提高了我们对信息不对称衍生的心理认知机制的理解。本研究对科学文献也有贡献，并为未来探索不同行业和不同消费群体的忧虑差异提供了方向。

Abstract: Research Objectives: With the development of cloud computing, information technology and Internet technology, the breadth and depth of people’s understanding of information has been improved, accompanied by information cocoons. Social media has gradually become the main channel for people to understand information. True and false information and opaque information will interfere with consumers’ judgment. In particular, some bad manufacturers are shoddy, which will lead to a crisis of confidence in related industries and upstream and downstream enterprises. Therefore, this paper will explore the relationship between food information asymmetry and consumer psychology. Research methods: This paper uses literature review and keyword map, random and preset experimental methods to explore the impact of information asymmetry on consumers’ psychological anxiety at the level of type attribute and informed sensitivity. Research Results: The results of the study consistently confirmed the correlation between information and psychology in the hypothesis. Among them, Experiment 1 verified the relationship between the three through the analysis of key words such as food perception, information asymmetry, consumer anxiety, and information sensitivity. Experiment 2 examined the relationship between effective information knowledge and effective value judgment in different situations through laboratory experiments and field experiments, and how the difference in information value evaluation affects consumers’ anxiety. Research Conclusion: By emphasizing the importance of type attributes and informed environment, this study finds that there is a skewed S-shaped relationship between the relative information asymmetry of goods and consumers’ psychological concerns, which improves our understanding of the psychological cognitive mechanism derived from information asymmetry. This study also contributes to the scientific literature and provides directions for future exploration of the differences in concerns of different industries and different consumer groups.