行业危机与企业危机下的消费决策对比分析——以乳制品质量安全危机为例

A Comparative Analysis of Consumption Decision-making under Enterprise and Industry Crisis Situations——Taking Dairy Products Safety Crisis as Example

以企业危机和行业危机为研究对象,本文构建不同乳制品质量安全危机场景下的消费决策模型,对影响消费决策的因素进行对比分析。结果显示,企业危机情境下的消费决策受风险感知和风险偏好共同影响,职业是否与食品有关、对政府和专家的信任以及政府应急管理措施是影响消费决策的关键变量;行业危机情境下,消费习惯、消费理念、风险偏好以及消费者对乳制品企业的安全生产能力感知等因素是影响风险食品消费决策的主要因素。

Taking dairy product industry as an example,this paper builds a consumer risk decision-making model and makes a comparative analysis of the impact of enterprise crisis and industry crisis. Result shows that factor,such as consumption habits,consumption concept,risk preference and consumers' trust to dairy enterprise's ability in producing safety food,are the main factors affecting decision-making in the industry crisis situation. Risky decision in corporate crisis situations are affected by the interaction of risk preference and risk perception. Furthermore,career,level of trust in government and experts,government emergency management measures also has a significant impact on consumer decision-making in the corporate crisis situation.