有过食品丑闻你还会再吃吗?——恐惧远端防御视角下食品购买意向波动研究

Will You Buy the Food about which a Scandal Was Reported?--Research on Consumers’Purchase Intention Fluctuation under the TMT Distal Defense Mode

居民行为模式的变化是食品安全事件最直接的社会表现。本文从恐惧管理远端防御模式出发,研究食品安全事件后消费者态度和行为的变化。本文分为两部分:第一部分研究事件发生后远端防御情形下消费者购买意向的波动情况;第二部分研究企业信任与政府信任对意向波动的影响及自尊的调节效应。得出:政府加强监管与企业保证,都会提升消费者的购买意向。消费者的企业信任和政府信任以及自尊对意向恢复有正向影响,自尊对于政府/企业信任对意向恢复的影响有调节作用,自尊对于企业信任对意向恢复的影响起负向调节作用,而对于政府信任对意向恢复的影响起正向调节作用。

The change of residents’behavior pattern is the most direct social reflection of food safety incidents.Here we start from fearmanagement distal defense mode to study the change of attitude and behavior of consumers after the occurrence of a food safety incident.The first part of this study probes the post-incident fluctuation of consumer purchase intention in distal defense mode,and the second partexplores the influence that enterprise trust and government trust have on intention fluctuation as well as the moderating effect of self-es-teem.The conclusion is that stronger supervision from government and product quality guarantee from enterprises will lead to enhancedpurchase intention of consumers.Consumers’trust on enterprises and government as well as self-esteem have positive influence on the re-covery of consumers’purchase intention.Interestingly,self-esteem plays a negative role in the influence that enterprise trust has on therecovery of purchase intention,but plays a positive role in the influence that government trust has.