农产品伤害危机后消费者信任修复策略研究——基于乳制品行业的实证分析被引量：18

Empirical Study on Recovery Strategies in Agricultural Product Harm Crisis

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摘要本文通过实验法收集数据,探讨农产品伤害危机事件后的消费者信任修复问题。本文将修复方式分为信息性修复、情感性修复和纠正性修复三种;信任违背类型划分为能力型违背和诚信型违背两种。研究发现,信息性修复、情感性修复和纠正性修复对消费者信任信念、信任意愿及总体信任的影响存在显著差异;信任违背类型的调节作用部分存在;消费者的信任倾向正向影响消费者信任信念、信任意愿及总体信任。 By carrying out experiment,method to collect data this paper explored the recovery strategies in agricultural products harm crisis.We classified recovery strategies as the following three types: information strategy,affect strategy as well as correction strategy.Furthermore,violence of trust is also classified as two types,competence violence and honesty violence.The paper has the discoveries that three strategies' impact on trust beliefs and intention are significantly different,the moderating effect of trust violence type partly exist,and consumer's trust tendency have impact on trust beliefs,trust intention and general trust itself.Based on these discoveries countermeasures on recovery strategies of trust in product harm crisis have also been provided.

作者青平陶蕊严潇潇

机构地区华中农业大学经济管理学院广西大学行健文理学院

出处《农业经济问题》 CSSCI 北大核心 2012年第10期84-92,112,共9页 Issues in Agricultural Economy

基金国家自然科学基金项目"农产品伤害危机事件对产业集体品牌资产的损害与品牌补救研究"(编号:71073064)的阶段性研究成果

关键词产品伤害危机修复方式信任违背

分类号 F426.82 [经济管理—产业经济] F274 [经济管理—企业管理] F224 [经济管理—国民经济]

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