品牌食品加工企业质量信号发送机制实证研究

厂商通过品牌宣传、广告营销等方式向消费者传递企业产品质量信息,在缓解信息不对称的问题上起到了一定的作用。但是在食品行业中,如果消费者已经对食品加工企业的产品安全性产生了怀疑、甚至持不信任态度,那么信号发送作用还依然有效吗?如果信号发送受到影响,食品加工企业又该如何应对以强化信号发送的作用,使企业尽快走出信任危机的阴影?针对这些问题,本研究在食品行业面临食品安全信任危机的大背景下,以嵌入理论为基础,通过情境模拟实验的方式,实证研究嵌入活动情境下的大型乳制品企业信号发送模式对消费者食品安全信任的影响。

By means of branding, advertising and marketing, the manufacturers pass on the product quality information to consumers, which plays an important role in alleviating the problem of asymmetric information. But in the food industry, if consumers have doubts and even distrust about the product safety of food processing enterprises, is the signal transmission function still valid？ If the signal transmission is affected, how should the food processing enterprises react to strengthen the role of signal transmission, so as to make the enterprises out of the shadow of confidence crisis as soon as possible？ In regard to these problems, based on the embeddedness theory, this paper studies the impact of large-scale dairy enterprise＇s signal transmission mode on consumers＇ trust in food safety in the context of embedding activity through the situation simulation experiment under the background of the confidence crisis of the food industry in food safety.