食品企业产品伤害行为对消费者逆向选择的影响研究--基于品牌资产视角

发布时间：2018-04-27 07:18

  本文选题：产品伤害行为 + 消费者逆向选择　； 参考：基于品牌资产视角

【摘要】：本研究从食品企业产品伤害行为的性质出发,基于自我感知理论,构建了一个消费者逆向选择模型,分析了食品企业的过失伤害行为和蓄意伤害行为对品牌资产和消费者逆向选择的影响。实证结果表明,蓄意伤害行为和过失伤害行为对品牌忠诚和感知质量都有显著负向影响,但蓄意伤害行为的影响更大;不管是蓄意伤害行为还是过失伤害行为,其对品牌联想都没有影响;品牌联想和品牌忠诚对消费者的逆向选择都有显著的负向影响,而感知质量对消费者逆向选择没有影响。
[Abstract]:Based on the theory of self-perception, a model of adverse selection for consumers is constructed based on the nature of product harm behavior in food enterprises. The effects of negligent injury and intentional injury on brand equity and adverse selection of consumers were analyzed. The empirical results show that intentional injury and negligent injury have a significant negative impact on brand loyalty and perceived quality, but intentional injury has a greater impact on brand loyalty and perceived quality, whether intentional injury or negligent injury. Brand association and brand loyalty have significant negative effects on consumers' adverse selection, while perceived quality has no effect on consumers' adverse selection.
【作者单位】： 华南农业大学经济管理学院;
【基金】：国家自然科学基金青年项目(71503085、71501078) 国家自然科学基金重点项目(71633002、71332001) 广东省高等学校优秀青年教师培养计划项目(YQ2015031) 广东省社科基金项目(GD14CGL10)
【分类号】：F273.2;F426.82;F713.55
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本文编号：1809762