食品安全事件中的消费者归因模式及其效能机制研究

发布时间：2018-05-17 10:01

本文选题：食品安全事件 + 归因　；参考：《浙江大学》2013年硕士论文

【摘要】：本文聚焦于归因理论,探讨消费者归因在食品安全事件中的作用。归因理论能破除公平理论的解释力局限,为解答以往关系修复研究中存在的一系列矛盾和不一致的结论带来重要启示。更重要的是,食品安全事件这一特殊的关系修复情境具有风险高影响大的特点,在该情境下归因理论更为适用。因此作者在系统回顾和总结前人研究的基础上,探讨在食品安全事件背景下的消费者归因模式及其效能机制。首先,基于前人对关系修复的研究进展,我们在研究一中探讨食品安全事件中消费者的归因模式；通过情景模拟问卷的研究方法收集了212个在校大学生数据来检验调节效应的假设。实证研究的数据分析结果表明,企业的应对策略不会直接对消费者的归因产生影响,而是要通过卷入程度的调节效应对归因(内部性和稳定性)起作用,即亲历者(卷入程度高)和旁观者(卷入程度低)在归因模式上存在显著差异,调节效应假设大部分得到了支持,结果还显示了归因三维度之间的非共变本质。在研究一了解了归因模式之后,研究二进一步探讨归因对应对效果的影响,即归因如何作用于消费者的满意度和未来购买意愿。于是,在研究二中,我们致力于打开归因的效能机制,探讨归因模式作用于消费者满意度和未来购买意向的过程机理,以及可信度在其中发挥的重要解释作用。由现场调查收集的来自202个消费者的数据较好地支持了研究假设：消费者归因的内部性与满意度负相关,可控性和稳定性对满意度和未来购买意愿均有负影响；可控性对满意度的影响通过可信度的能力维度部分中介、诚信维度完全中介,对未来购买意愿的影响通过能力维度和诚信维度完全中介；稳定性对满意度和未来购买意愿的影响均通过诚信维度完全中介。研究二的结论说明,归因对企业的应对效果(满意度和未来购买意愿)存在显著影响,并且这一影响通过可信度发挥作用。总体来看,本文通过两个关系紧密的子研究,全面深入地探讨了归因在食品安全事件中的重要性,打开了归因模式及其效能机制,对理论和实践具有指导意义。另外,在理论层面,相对于传统的关系修复研究中将消费者视为消极被动接受者的范式,对企业-消费者二元关系中消费者方的属性特征开展了探讨,关注旁观者和事件亲历者的归因模式差异,促进了归因理论在关系修复领域的拓展应用。最后,我们给出了未来研究的展望。
[Abstract]:This paper focuses on the attribution theory and explores the role of consumer attribution in food safety events. Attribution theory can break the limits of the explanatory power of the theory of equity, and bring important implications for solving a series of contradictory and inconsistent conclusions in the previous study of relationship repair. In this context, the attribution theory is more applicable in this context. Therefore, on the basis of a systematic review and summary of previous studies, the author discusses the consumer attribution model and its effectiveness mechanism under the background of food safety events.
First, based on the progress of previous research on relationship repair, we discuss the consumer attribution patterns in food safety events in the first part of the study, and collect 212 college students' data to test the moderating effect. There is a direct impact on the attribution of consumers, but the effect on attribution (internality and stability) through the regulatory effect of involvement, namely, the significant difference in attribution patterns between the experienced person (high involvement) and the bystander (low involvement) in the attribution model, and the majority of the moderating effect hypothesis is supported, and the results also show the attribution three-dimensional degree. After studying the attribution model, the study two further explored the effect of attribution on coping effect, namely, how attribution affects consumer satisfaction and future purchase intention.
Therefore, in the second study, we are committed to opening the attribution effectiveness mechanism to explore the process mechanism of attribution pattern on consumer satisfaction and future purchase intentions, as well as the important interpretation of credibility. The data collected from 202 consumers from the field survey better support the research hypothesis: the consumer returns. The internality is negatively related to satisfaction, controllability and stability have a negative impact on satisfaction and future purchase intention; the effect of controllability on satisfaction is partly mediated by the ability dimension of credibility, the integrity dimension is completely mediating, and the influence on future purchase intention is completely mediated by the ability dimension and the integrity dimension; stability pair The impact of satisfaction and future purchase intention were all mediated through the integrity dimension. Research two concluded that attribution had a significant impact on the response (satisfaction and future purchase intention) of the enterprise, and this effect played a role through credibility.
On the whole, this paper, through two closely related sub studies, explores the importance of attribution in food safety events, opens the attribution model and its effectiveness mechanism, and has a guiding significance for theory and practice. In addition, in theory, consumers are regarded as passive passive acceptance in relation to the traditional relationship repair research. The paradigm of the person has carried out a discussion on the attribute characteristics of the consumer side in the enterprise consumer two yuan relationship, focusing on the attribution pattern differences between the bystander and the event experienced person, which promotes the extension and application of the attribution theory in the domain of relationship restoration. Finally, we give the prospect of the future research.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F426.82;F203;F224

【参考文献】