风险、信任与消费者购买意愿恢复——以新发地疫情食品谣言事件为例

Risk,Trust and Consumer Purchase Intention Recovery——Based on the Epidemic Rumors in Xinfadi Wholesale Market

北京新发地疫情期间的食品谣言事件给国内三文鱼消费市场带来巨大冲击。本文根据北京市实际调查问卷数据,分析消费者对三文鱼购买意愿的恢复周期,探讨了风险偏好、风险感知、官方媒体信任以及自媒体信任程度对消费者购买意愿恢复的影响。研究结果表明,第一,在剔除掉疫情大环境好转的潜在影响后,消费者三文鱼购买意愿的完全恢复出现在事件发生后第25周,恢复周期与剔除前的22周相比小幅延后。第二,食品谣言冲击后的消费者购买意愿恢复周期远远短于传统食品安全事件,市场对负面谣言具有很强的韧性。第三,消费者风险偏好程度与官方媒体的信任程度越强,越倾向于更快地恢复三文鱼购买意愿,恢复周期也就更短;消费者风险感知程度与自媒体信任程度越强,则越倾向于避免购买三文鱼相关食品,延长了购买意愿的恢复周期。据此,本文提出强化引导消费者购买检疫合格食品、及时发布权威信息、加大进口冷链检测力度等政策建议。

Food safety rumors related to COVID-19 in Xinfadi Food Wholesak Market in Beijing,have had a huge impact on domestic salmon consumption market.Our study shows that:first,after eliminating the potential impact of the improvement of the epidemic environment,the complete recovery of consumers’Salmon purchase intention occurred in 25 weeks after the event,and the recovery cycle was slightly delayed compared with 22 weeks before the elimination.Second,the recovery cycle of consumers’purchase intention after the impact of food safety rumors is far shorter than that of traditional food safety incidents,and the market shows strong resilience to negative rumors.Third,the stronger the degree of consumers’risk preference and the trust of the official media are,the more likely they are to restore the purchase intention of salmon more quickly,and the shorter the recovery cycle is.The stronger the degree of consumers’risk perception and media trust are,the more likely they are to avoid buying salmon-related food,which prolongs the recovery cycle of purchase intention.At the end of this paper,some policy suggestions are put forward,such as strengthening the guidance of consumers to purchase qualified food,timely releasing authoritative information,and expanding cold chain monitoring for imported food produets.