农产品伤害危机中消费者责任归因研究

Study on Consumer Blame Attribution in Harm Crisis of Agricultural Product

消费者的主观归因能够更好地预测农产品伤害危机对涉事企业及相关组织的危害。结合质化和量化研究方法,对农产品伤害危机中消费者责任归因的结构和结果变量进行了分析。结果发现:努力不足的归因相较于能力不足会导致更加负面的企业态度或政府信任;责任无论归咎于企业还是政府都会对企业产生负面的态度;只有当消费者认为责任归结于政府(而非企业)时,才会降低对政府的信任。

Consumer’s subjective blame attribution is a better predictor of damage of agricultural product harm crisis(APHC)on related firms or organizations.Based on both qualitive and quantitative methods,this paper aims to investigate the structure and consequence of consumer’s blame attribution.The result shows that compared with lack of ability,lack of effort causes more negative corporate attitude and government trust.Attribution to both government and corporate will lead to the negative attitude towards corporate.Government trust decreases only when APHC is attributed to government rather than to corporate.