食品安全事件冲击下信息与消费者购买意愿研究——以H7N9禽流感事件为例

Research on Information and Consumer Purchase Intention Under the Impact of Food Safety Incidents——Based on the H7N9 Avian Influenza

食品安全事件中,消费者购买意愿的迅速恢复是食品行业渡过危机的关键。本文以2013年发生的H7N9事件作为食品安全事件的具体事例,采用情景实验的方法,引入多分类Logistic模型,分析食品安全事件冲击下信息对消费者购买意愿的影响。结果表明,食品安全事件冲击下,负面信息对消费者食品购买意愿的负向作用大于正面信息对消费者购买意愿的正向作用,并且食品安全事件越严重,正面信息对消费者购买意愿的正向作用越弱,负面信息对消费者购买意愿的负向作用越强。因此,食品安全事件冲击下,尤其是事件严重地区,政府和食品行业应充分给予真实权威的正面信息,以降低负面信息的负向作用,帮助食品行业顺利渡过危机。

In food safety incidents,the rapid recovery of consumers’purchase intention is the key to the crisis in the food industry.Taking the H7N9 incident in 2013 as an example,this paper analyzes the impact of information on consumers’purchasing intention under food safety incidents by introducing the multinomial logistic regression model and scenario experiment.The results show that negative information has more negative effect on consumers’purchase intention than positive information has on consumers’purchase intention under the impact of food safety incidents.The more serious the food safety incidents,the weaker the positive effect of positive information on consumers’purchase intention,and the stronger the negative effect of negative information on consumers’purchase intention.Therefore,under the impact of food safety incidents,especially in the areas where the incidents are serious,the government and the food industry should give full and authoritative positive information to reduce the negative effect of negative information and help the food industry tide over the crisis smoothly.