风险沟通、政府信息信任与消费者购买恢复--基于三聚氰胺事件消费者调查

Risk communication,Trust in government and Consumers' recovery behavior——A Case Study of the Melamine Incident

本文运用河北省石家庄市和保定市的消费者调研数据,分析了三聚氰胺事件发生后,奶制品消费者对政府公布的食品安全信息的信任程度(简称为"政府信任")与奶制品购买恢复行为之间的关系。本文构建了食品安全事件背景下政府与消费者之间进行风险沟通的初步分析框架,重点解决了"政府信任"变量的内生性处理问题。研究结果表明,消费者对政府信任程度的提高会显著增加消费者的奶粉购买恢复水平。

Using data collected from a consumer survey in Shijiazhuang and Baoding, Hebei province, this paper analyzed the relationship between ＂consumers＇ trust in the information provided by government＂ and ＂ dairy consumers＇ recovery behavior＂ after the Melamine incident. A preliminary framework of risk communication between government and consumers was constructed in the context of food safety incidents. The instrumental variable Tobit model was estimated to solve the endogenous problem caused by the core variable ＂consumers＇ trust in the information provided by government＂. The results showed that the increases in consumers＇ trust in government would significantly improve the level of purchase recovery, which implied that the risk communication played an essential role during the food safety crises.