食品安全危机下的消费替代行为——驱动效应与锚定效应

Study on the Consumption Substitution Behavior in the Food Safety Crisis——Driving Effect and Anchoring Effect

基于人口迁徙理论的PPM模型,提出并检验食品安全危机影响下消费替代行为的两大机制——驱动效应与锚定效应,探讨消费替代行为的一般规律,为相关行业与企业的危机响应提供＂品类替代＂的新思路和策略建议,并为危机影响下的消费者行为研究提供新视角。

Based on the PPM model of the population migration theory, this paper proposes and tests two mechanisms driving effect and anchoring effect, influencing the consumption substitution behavior in the food safety crisis. We discuss the general law of consumer substitution behavior, providing feasible suggestion of ＂category substitution＂ for relevant enterprises. We also construct a new perspective for the study of consumer behavior in the crisis.