食品安全危机消费者宽恕意愿形成机理——基于网络负面口碑调节作用

The Formation Mechanism of Consumer’s Willingness to Forgive in Food Safety Crisis——Network-based Negative Word-of-mouth Regulation

食品安全危机在宏观、中观及微观层面分别对国家经济发展、食品行业发展及食品企业发展产生重大影响。消费者对食品安全危机的宽恕意愿受网络负面口碑效应的影响而产生2种截然不同的效果,对危机修复产生不同的作用机制,同时亦影响食品安全监督管理。未加求证的网络负面舆情将诱导消费者采取不合理宽恕机制,对食品安全危机处理产生负面效应,经过筛选求证后的网络舆情能够引导消费者采取合理措施处理食品安全危机,有助于食品安全监管顺利进行。

Food safety crisis has a significant impact on national economic development, food industry development and food enterprise development at macro, meso and micro levels. Consumers’ willingness to forgive food safety crisis is affected by the negative word-of-mouth effect of the internet, which has two distinct effects. It has different mechanisms for crisis repair and also affects food safety supervision and management. Unverified negative public opinion will induce consumers to adopt unreasonable forgiveness mechanism, which will have negative effects on food safety crisis management. After screening and verification, the network public opinion can guide consumers to take reasonable measures to deal with food safety crisis and help food safety supervision go smoothly.