摘要
理解食品伤害网络谣言背景下消费者信任修复形成机理,对于恢复消费者信心和促进食品产业可持续发展十分必要。本文立足食品伤害网络谣言情境,基于社会共治视角,以消费者食品安全素养为调节,探讨事前防控因素和事后修复因素对消费者信任修复的作用机制。通过对420份问卷的实证检验表明:事前防控因素的社会诚信对消费者信任修复具有显著的正向影响;事后修复因素的信息修复、情感修复和外界修复对消费者信任修复具有显著的正向影响;食品安全素养正向调节事前防控因素中政府监管和社会诚信对消费者信任修复的正向影响,并正向调节事后修复因素中信息修复、情感修复和外界修复对消费者信任修复的正向影响。研究结果细化了食品伤害网络谣言社会共治情境下消费者信任修复意愿影响因素的实证研究,为政府部门、食品企业、媒体、第三方机构、媒体和消费者等多元主体参与食品伤害网络谣言社会共治提供了理论依据和管理启示。
How to effectively reduce the negative effects of food harm internet rumors is a hot issue.Study on the formation mechanism of consumer trust repair under the background of food harm internet rumors,is extremely significant to repair consumer trust and to promote the sustainable development of the food industry.Academia and governors have reached consensus on the social co-governance of food safety supervision.It is necessary to explore the influencing factors of consumer's trust-repair willingness from the prospect of the precaution factors such as government regulation,media credibility and social honesty,and the post-event factors,e.g.information repair,affection repair and external repair.Previous research results have provided few explanations for the mechanism of the formation of consumers trust restoration intention.Therefore,we conducted further theoretical analysis and empirical test from the comprehensive perspective of the participation of the government,media,enterprises,consumers and other parties.This study introduces food safety literacy as moderators and it explores the mechanism of both the precaution factors and the post-event governance factors on consumer's trust repair.And it put forward the research hypothesis based on the literature review and theoretical analysis to explore the questions by collecting and analyzing the sample from 420 questionnaire data.The results show:(1)the social integrity of precautionary factors has a significant positive impact on consumer trust repair;(2)the information repair,emotional repair and external repair of post-repair factors have a significant positive impact on consumer trust repair;(3)Food safety literacy regulates the positive impact of the precautionary factors including government regulation and social integrity positively on consumer trust repair,and regulates the positive impact of the post-repair factors such as information repair,emotional repair and external repair positively on consumer trust repair.The theoretical contribution of this study includes:First,it makes up for the deficiency of the governance under the background of food harm internet rumors from the perspective of multi-participation,providing theoretical and practical reference for the management;Second,it deepens the theoretical and quantitative research on consumer's trust-repair willingness with the food harm internet rumors.And this study constructs a theoretical model of the social co-governance and the consumer's trust-repair willingness on the food harm internet rumors,which means that it will advance the modeling study of consumer's trust-repair willingness and promote the theoretical progress of the impact theory through the quantitative research,from the perspective of prevention and repair;Third,it provides theoretical basis for the social co-governance under the background of food harm internet rumors with the research conclusion,the strategy of“external repair”,which advances the theoretical research on the social co-governance of food harm internet rumors and expands the practical path of the social co-governance.Meanwhile,this study also has its limitations:First,the empirical research data comes from the static survey sample of consumers in Guangzhou,without the consideration of the differences in various regions of China about the level of food industrialization and online public opinion atmosphere,so the dynamic evolution law of consumer trust repair is hard to explain;Second,the combination influence of the factors of internet rumor on consumer's trust-repair willingness have not been considered,including spreading time,damage degree and so on.Therefore,the study model should be further refined in future research,discussing the mechanism of internet rumors and the game equilibrium of the main body of co-governance deeply,and improving the theory framework and the empirical analysis methods.Overall,the results not only refine the empirical research on the influencing factors of consumer's trust repair willingness,but also provide theoretical basis and management enlightenment for the multi-agents such as government departments,food enterprises,media,third-party institutions,media and consumers to participate in social co-governance on food harm internet rumors.
作者
张蓓
吴宝姝
文晓巍
ZHANG Bei;WU Bao-shu;WEN Xiao-wei(School of Management and Economics,South China Agricultural University,Guangzhou,Guangdong,510642,China)
出处
《经济管理》
CSSCI
北大核心
2019年第5期136-155,共20页
Business and Management Journal ( BMJ )
基金
国家自然科学基金面上项目"生鲜电商平台产品质量安全风险社会共治研究"(71873046)
国家自然科学基金重点项目"生产供应过程的食品安全风险识别与预警研究"(71633002)
国家自然科学基金青年项目"农产品伤害危机责任归因与消费者逆向行为形成机理研究"(71503085)
关键词
食品伤害网络谣言
事前防控
事后修复
消费者信任修复
食品安全素养
food harm internet rumors
precaution factors
post-event governance factors
consumer trust repair
food safety literacy
