数据 COVID-19 的威胁将影响消费者的味觉感官补偿

本研究考察了大流行期间味觉补偿如何受到死亡率显著性及其机制的影响。它进行了 4 项研究，证实了死亡率的显著性会导致消费者寻求更强的味觉补偿，以及补偿动机的中介作用。此外，低自我效能感导致消费者更多地依赖外部补偿，因为死亡率对补偿动机的影响可以通过自我效能感来负向调节。这项研究确定了餐饮口味的新前因，这些前因增加了关于补偿性消费和大流行研究的文献。它还可以帮助酒店经理和营销人员更好地了解消费者的饮食偏好，并在 COVID-19 爆发期间和之后相应地修改他们的业务策略。

This study investigates how taste compensation is influenced by mortality salience and its underlying mechanisms during the pandemic. Four studies are conducted in this research, which confirm that mortality salience leads consumers to seek stronger taste compensation, and that compensation motivation plays a mediating role. Furthermore, low self-efficacy leads consumers to rely more on external compensation, as the impact of mortality salience on compensation motivation is negatively moderated by self-efficacy. This study identifies new antecedents of dining taste, which expands the literature on compensatory consumption and pandemic-related research. It also enables hotel managers and marketers to better understand consumers' dietary preferences and adjust their business strategies accordingly during and after the COVID-19 outbreak.