食品安全事故中的品牌企业形象维护研究——基于消费者视角的调查分析

Research on Brand Corporate Image Maintenance in Food Safety Incidents——Based on the Survey of Consumer

文章根据消费者调查和结构方程模型分析,发现品牌企业在食品安全事故中的形象维护策略中,真相调查策略、互动交流策略可以增强品牌企业形象可信度,进而对稳定消费者购买行为产生积极影响;互动交流策略、完善管理制度策略、责任追究策略能有效减少消费者感知风险,并对稳定消费者购买行为产生积极影响;消费者对品牌企业形象可信度既可直接稳定消费者购买行为,还可通过降低消费者感知风险而间接稳定消费者购买行为。因此,品牌企业在形象维护策略上应坚持消费者取向,并根据相关指向路径不同进行合理优化。

According to consumer surveys and structural equation modeling analysis, this paper found out that the fact-find- ing strategy, interaetive communication strategy are very important in the maintenance strategy of the brands corporate image in the food safety incidents. They can enhance the recognition for the brand corporate image, and has positive impact on the stability of consumer buying behavior. Furthermore, the interactive communication strategy, the strategy of improving the management system and accountability strategy can effectively reduce consumer perceived risk, and have positive impact on the stability of consumer buying behavior. The recognition for consumer to the brand corporate image not only directly influ- ence the consumers buying behavior, but also indirectly influence consumer buying behavior by reducing consumer perceived risk. Therefore, the maintenance strategy of the brands image should adhere to the consumer orientation, and flexibly opti- mized depending on the relevant path.