과학적 합의 정보 수준은 어떻게 건강기능식품 수용의도를 높이는가?: 정보진단성과 대상 신념의 이중 경로 및 동적 규범의 역할을 중심으로

초록

Objectives This study examined how the level of scientific consensus information, along with the mediating roles of information diagnosticity, perceived safety, and response efficacy, and the moderating effect of dynamic norm information, influences acceptance intention regarding health functional foods. Methods A 2 × 2 between-subjects online experiment was conducted with 600 adults. The independent variables manipulated were the level of scientific consensus information (strong consensus vs. divided expert opinion) and the type of norm information (dynamic norm vs. static norm). Data analysis involved structural equation modeling, bootstrapping, and moderation analysis using interaction terms. Results The level of scientific consensus information significantly and positively affected information diagnosticity, response efficacy, and acceptance intention. However, its direct effect on perceived safety was not significant. Information diagnosticity, perceived safety, and response efficacy all positively influenced acceptance intention. Furthermore, simple mediation effects through information diagnosticity and response efficacy, as well as sequential indirect effects through information diagnosticity, were confirmed. Although the moderating effect of dynamic norm information was not significant, it showed direct effects on response efficacy and acceptance intention. Conclusions Scientific consensus information persuades consumers’ acceptance judgments of health functional foods through information diagnosticity and efficacy perceptions. The findings also suggest that dynamic norm information may act as an independent persuasive cue rather than as a moderating variable.

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