产品伤害危机背景下消费者网络逆向传播行为机制研究——以农产品为例

Empirical Study of Consumer's Online Spreading Misbehavior against the Agricultural Product Harm Crisis

本文旨在探讨农产品伤害危机背景下消费者网络逆向传播行为的产生机制,并从消费者的品牌认知、企业行为认知、伤害危机信息认知3个角度建构理论模型。研究发现,消费者先于伤害危机发生的所固有的品牌认知与逆向传播行为密切关联。品牌偏见越高,逆向传播行为倾向越高;消费者的道德评价规范与企业行为之间的差异越大,逆向传播行为倾向越高;消费者对负面评论的感知相似性越高,逆向传播行为倾向越高;消费者愤怒情感对其逆向传播行为产生起中介作用;信源可信度在愤怒情感形成中起部分的正向调节作用。

These years,agricultural product harm crisis have happened frequently. At the same time,the online spreading misbehavior aggravates the agricultural product harm crisis' s upgrading. This paper aims to investigate the mechanism of online spreading misbehavior against the agricultural product harm crisis in China. The present study constructs a model from the prospect of brand recognition,corporate behavior cognition,and harm crisis information recognition. Results of the article include five aspects. Firstly,consumers' previous brand recognition positively relate to the online spreading misbehavior. Second,the deviation between consumers' moral judgment and corporate behavior positively relate to the online spreading misbehavior. Third,perceived similarity of negative appraisement positively related to the online spreading misbehavior. Fourth,anger plays a mediation role between the relationships in the mechanism of the online spreading misbehavior. Finally,reliability of information source can moderate the formation of anger.