农产品伤害危机后消费者逆向行为影响因素研究

Research on Influential Factors on Consumer Dsyfunctional Behavior after the Agricultural Product Harm Crisis

理解农产品伤害危机后消费者逆向行为,对于重建消费者信心,维持农业企业市场份额,促进农业产业可持续发展具有重要意义。本文构建了农产品伤害危机后消费者逆向行为模型,分析了补救策略、可追溯性、公信力、负面宣传和不良口碑五个前因变量对消费者消极情绪和逆向行为的影响。从广东省广州、深圳、珠海和汕头四市采集了465个有效样本,采用结构方程技术对理论模型进行了实证检验和分析。实证研究结果表明,补救策略、可追溯性和公信力对消费者消极情绪有不同程度的负向显著影响,负面宣传和不良口碑对消费者消极情绪具有不同程度的正向显著影响;消费者消极情绪正向显著影响消费者逆向行为。

To rebuild consumer trust, maintain market share of agricultural enterprises and promote the development of agricultural industries, it is important to understand consumer dysfunctional behavior after the agricultural product harm crisis. Therefore, this study builds a model of consumer dysfunctional behavior after the agricultural product harm crisis and examines the effects of reconciliation, traceability, credibility, negative publicity and negative interpersonal spread on consumer negative mood and consumer dysfunctional behavior. Collecting 465 valid respondents from Guangzhou, Shenzhen, Zhuhai and Shantou in Guangdong Province and using structure equation modeling for empirical test and analysis, the results show that reconciliation, traceability and credibility have differently negative influences on consumer negative mood, and negative publicity and negative interpersonal spread have differently positive influences on consumer negative mood, and consumer negative mood has positive influences on consumer dysfunctional behavior.