How do consumers make purchase decisions for novel food products? This research demonstrates the importance of supermarket credibility as a heuristic cue influencing consumers’ purchase decisions. We used a 2 (supermarket type: specialty store vs. conventional store) x 2 (food familiarity: novel vs. familiar) x 3 (price: high, average, low) between-subjects design and found that perceived supermarket credibility positively and indirectly mediates the relationship between supermarket type and purchase intention, and this effect is moderated by the interaction of familiarity and price level, suggesting a moderated-moderated-mediation effect. Specifically, the three-way interaction effect on purchase intention is stronger when the price is low in the familiar food condition, while the effect is stronger when the price is high in the novel food condition. In other words, consumers rely on supermarket credibility when buying novel foods, and when risk is higher people rely more on product credibility signaled by price.

消费者如何做出购买新食品的决定？这项研究证明了超市信誉作为影响消费者购买决定的启发式线索的重要性。我们使用了 2（超市类型：专卖店 vs. 传统商店）x 2（食品熟悉度：新奇 vs.熟悉）x 3（价格：高、平均、低）受试者间设计，发现对超市可信度的感知是积极和间接的中介超市类型和购买意愿之间的关系，并且这种效应受到熟悉度和价格水平的相互作用的调节，表明存在适度调节的中介效应。具体而言，在熟悉的食物条件下，价格较低时，对购买意愿的三向交互作用更强，而在新的食品条件下价格高时效果更强。换句话说，消费者在购买新颖食品时依赖超市的信誉，而当风险较高时，人们更多地依赖于以价格为标志的产品信誉。