农产品质量安全危机后消费者信赖挽回研究
发布时间：2018-10-23 14:10
【摘要】：随着我国经济实力不断提高,人民对农产品质量安全有着更高的需求。在农副业产品、食品等质量安全问题受到广泛关注的同时,由于市场管理监督机制不完善,监管制度不严格等原因,使得农产品发生质量安全问题的严重性日渐突出。随着媒体的发达和消费者维权意识增强,公司的品牌形象、经济利益会轻易的受到危机事件的影响,施信方的信赖度遭受了严重的破坏。消费者的信赖是建立消费者与企业亲密关系的桥梁,一旦消费者信赖度遭到了破坏,需要立即采取措施挽回信赖。本研究基于以上背景,把公司作为受信方,对农产品质量安全伤害危机事件发生后,公司为挽回施信方的信赖度采取的挽回策略的研究,以及各种挽回策略对消费者影响程度的调查。本研究通过文献分析发构建出消费者信赖挽回模型,把自变量挽回方式概括为资讯挽回策略、情感挽回策略和效用挽回策略三种。因变量消费者信赖则由信赖信念与信赖意愿两个成分构成,同时把信赖倾向作为协变量加以考察。通过问卷调查法获得了研究所需的原始数据,运用SPSS20统计软件对具体的数据进行定量分析,涉及到描述性统计分析、项目分析、信度分析、因素分析、方差分析等统计分析法。本研究通过实证分析可得,在资讯、情感和效用挽回策略与消费者信赖信念、信赖意愿及总体信赖呈正相关。效用和资讯挽回策略较情感挽回策略的挽回效果更好,且效用挽回策略略高于资讯挽回策略。同时消费者的信赖倾向与信赖呈正相关。结合以上实证研究结果,本研究提出了农产品质量安全危机后,消费者挽回策略以及选择方式的管理启示。
[Abstract]:As China's economic strength continues to improve, the people have a higher demand for quality and safety of agricultural products. In the agricultural sideline products, food and other quality and safety issues have received extensive attention, due to imperfect market management and supervision mechanism, supervision system is not strict and other reasons, so that the severity of agricultural products quality and safety problems has become increasingly prominent. With the development of media and consumer awareness of rights protection, the company's brand image, economic interests will easily be affected by the crisis, the confidence of the trust side suffered serious damage. Consumer trust is a bridge to build a close relationship between consumers and enterprises. Once consumer trust is damaged, immediate measures should be taken to restore trust. Based on the above background, this study regards the company as the trusted party, and studies the strategy adopted by the company to restore the trust of the fiduciary party after the crisis of harm to the quality and safety of agricultural products. And a variety of strategies to consumers impact of the investigation. Based on the literature analysis, this paper constructs a consumer trust retrieval model, and summarizes the independent variable retrieval strategy into three strategies: information retrieval strategy, emotional recovery strategy and utility recovery strategy. Dependent variable consumer trust is composed of trust belief and trust will, and trust tendency is considered as covariable. The original data of the research are obtained by questionnaire, and the quantitative analysis of the specific data is carried out by using the SPSS20 statistical software, which involves descriptive statistical analysis, item analysis, reliability analysis, factor analysis, variance analysis and so on. Through empirical analysis, we can find that information, emotion and utility strategies are positively correlated with consumer trust belief, trust will and overall trust. The effect of utility and information retrieval strategy is better than that of emotional recovery strategy, and the utility recovery strategy is slightly higher than the information retrieval strategy. At the same time, consumer trust tendency and trust positive correlation. Combined with the above empirical research results, this study puts forward the inspiration of consumer recovery strategy and choice mode management after the crisis of agricultural product quality and safety.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F322
[Abstract]:As China's economic strength continues to improve, the people have a higher demand for quality and safety of agricultural products. In the agricultural sideline products, food and other quality and safety issues have received extensive attention, due to imperfect market management and supervision mechanism, supervision system is not strict and other reasons, so that the severity of agricultural products quality and safety problems has become increasingly prominent. With the development of media and consumer awareness of rights protection, the company's brand image, economic interests will easily be affected by the crisis, the confidence of the trust side suffered serious damage. Consumer trust is a bridge to build a close relationship between consumers and enterprises. Once consumer trust is damaged, immediate measures should be taken to restore trust. Based on the above background, this study regards the company as the trusted party, and studies the strategy adopted by the company to restore the trust of the fiduciary party after the crisis of harm to the quality and safety of agricultural products. And a variety of strategies to consumers impact of the investigation. Based on the literature analysis, this paper constructs a consumer trust retrieval model, and summarizes the independent variable retrieval strategy into three strategies: information retrieval strategy, emotional recovery strategy and utility recovery strategy. Dependent variable consumer trust is composed of trust belief and trust will, and trust tendency is considered as covariable. The original data of the research are obtained by questionnaire, and the quantitative analysis of the specific data is carried out by using the SPSS20 statistical software, which involves descriptive statistical analysis, item analysis, reliability analysis, factor analysis, variance analysis and so on. Through empirical analysis, we can find that information, emotion and utility strategies are positively correlated with consumer trust belief, trust will and overall trust. The effect of utility and information retrieval strategy is better than that of emotional recovery strategy, and the utility recovery strategy is slightly higher than the information retrieval strategy. At the same time, consumer trust tendency and trust positive correlation. Combined with the above empirical research results, this study puts forward the inspiration of consumer recovery strategy and choice mode management after the crisis of agricultural product quality and safety.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F322
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