危机情境下企业社会责任与农产品品牌信任的关系研究

发布时间：2018-03-01 05:11

本文关键词： 危机情境企业社会责任农产品品牌信任　出处：《烟台大学》2017年硕士论文　论文类型：学位论文

【摘要】：时代在不断发展,经济步入新常态,互联网正慢慢改变着人们的交流沟通方式和消费行为。民以食为天,消费者对于食品安全问题越来越重视,其在粮食类农产品质量安全的关注程度上最高。我国三农问题的特殊性决定了农业企业在带动农村发展和农民致富方面起到关键作用,农产品在农业企业生产销售中所占盈利比重较大。近年来,如2008年三聚氰胺毒奶粉、2010年农业毒豇豆、2011年瘦肉精猪肉、毒生姜等一系列食品安全问题以及农产品伤害危机事件频频出现,农产品企业社会责任危机突显。由于农产品是食品生产的重要原料,并且其具有同质性,当消费者得知某一农产品企业产生产品危机及不良表现之后,消费者对于该企业产品品牌信任将急速下降,甚至对整个农产品行业产生质疑,将不会再次购买该类农产品,因此农产品销售遭受到危机的极大影响,农民的收入也受到影响,不利于促进农村经济发展。所以,加强农产品企业社会责任与农产品品牌信任研究具有很强的现实意义。在这样一种时代背景下,农产品企业遭遇产品伤害性危机时应如何面对,如何降低损失并重新获取消费者的品牌信任,成为了当下农产品企业发展至关重要的问题。一般而言,企业社会责任水平高的企业更易受到消费者的信任与认同,从而可以缓解危机事件带来的负面影响,使消费者有可能重新接受并购买受到危机事件影响的企业产品。本研究将CSR水平作为自变量,农产品品牌信任作为因变量,进一步研究CSR水平与农产品品牌信任间的关系。产品伤害危机类型、消费者自我建构类型、企业能力作为调节变量,危机类型依据以往研究分为可辩解型和不可辩解型两种危机类型,消费者自我建构同样分为独立型与关联型两种消费者自我建构类型。通过调节变量的构建,研究不同危机情境下,针对不同自我建构类型消费者,CSR水平对于农产品品牌信任的影响。同时引入顾客认同作为中介变量,研究其中介作用。运用SPSS17.0对数据进行信度、效度以及方差分析等定量处理。本研究以农产品企业为研究对象,分析所得出的结论:(1)CSR水平对于农产品品牌信任具有正向显著影响,企业主动承担社会责任,拥有较高的CSR水平,更易获得消费者的青睐,有利于提高品牌信任。(2)危机类型、消费者自我建构类型、企业能力具有调节作用。(3)顾客认同起到了中介作用。最后,针对农产品企业CSR水平与农产品品牌信任的关系分析,本研究给出有关农产品企业预防应对危机,增强CSR水平及企业能力进而提高消费者品牌信任的相应建议,并且也提出了研究中的不足之处与未来展望。
[Abstract]:The times are developing and the economy is entering a new normal. The Internet is slowly changing the way people communicate and consume. Consumers pay more and more attention to the issue of food safety. It has the highest degree of concern in the quality and safety of grain agricultural products. The particularity of the issue of agriculture, rural areas and farmers determines that agricultural enterprises play a key role in driving rural development and farmers becoming rich. In recent years, for example, in 2008 melamine milk powder, 2010 agricultural cowpea, 2011 lean pork, A series of food safety problems, such as poisonous ginger, and the crisis of injury to agricultural products have occurred frequently, and the crisis of corporate social responsibility of agricultural products has been highlighted. Since agricultural products are important raw materials for food production, and they are homogeneous, When consumers learn that a certain agricultural product enterprise has a product crisis and bad performance, the consumer's trust in the enterprise's product brand will plummet, and even the whole agricultural product industry will be questioned, so that they will not buy this kind of agricultural products again. As a result, the sale of agricultural products has been greatly affected by the crisis, and the income of farmers has also been affected, which is not conducive to promoting the development of the rural economy. It is of great practical significance to strengthen the research on corporate social responsibility of agricultural products and trust in agricultural products brand. How to reduce the loss and regain the brand trust of consumers has become a crucial issue in the development of agricultural products enterprises. Generally speaking, enterprises with high level of corporate social responsibility are more likely to be trusted and recognized by consumers. In order to mitigate the negative impact of the crisis, consumers may re-accept and buy the enterprise products affected by the crisis. This study takes the CSR level as independent variable, and the trust of agricultural product brand as dependent variable. Further study on the relationship between CSR level and trust of agricultural products brand. Product injury crisis type, consumer self-construction type, enterprise ability as adjustment variable, According to previous studies, the crisis type can be divided into two types: defensible type and unjustifiable type, and consumer self-construction can also be divided into two types: independent type and associative type. This paper studies the influence of different self-constructed types of consumers on the trust of agricultural products brand under different crisis situations. At the same time, it introduces customer identity as an intermediary variable to study its intermediary role. SPSS17.0 is used to analyze the reliability of the data. Quantitative analysis of validity and variance. The conclusion of this study is that the CSR level has a positive and significant impact on the trust of agricultural products brand, and the enterprises take the initiative to take on social responsibility, the conclusion is that the CSR level has a positive and significant impact on the trust of agricultural products brand, and the enterprises take the initiative of social responsibility. Having a higher CSR level makes it easier to get the favor of consumers. It is helpful to improve brand trust. 2) crisis type. Consumer self-construction type. Enterprise ability has a regulatory role. 3) customer identity plays an intermediary role. Finally, Based on the analysis of the relationship between the level of CSR of agricultural products enterprises and the trust of agricultural products brand, this study gives the corresponding suggestions on how to prevent and respond to the crisis, enhance the level of CSR and the ability of enterprises, and then improve the trust of consumer brands. And also put forward the shortcomings of the research and future prospects.
【学位授予单位】：烟台大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F270;F273.2;F324

【参考文献】