食品安全危机对消费者购买意愿的影响研究

The Impact of Food Safety Crisis on Consumers'Purchase Intention

食品安全不仅关乎公众的健康与生命安全,而且还直接影响到社会的稳定与发展。文章基于SOR理论,将食品安全危机事件、产品、品牌三个因素作为外在刺激,以消费者感知价值为中介变量,实证分析食品安全危机对消费者购买意愿的影响机制。研究发现:(1)食品安全危机事件、发生食品安全危机的产品和品牌分别能负向影响消费者购买意愿;(2)消费者感知价值在食品安全危机事件、发生食品安全危机的产品和品牌与消费者购买意愿之间起部分中介作用;(3)相比发生食品安全危机的产品和品牌对消费者购买意愿影响,食品安全危机事件更能抑制消费者购买意愿;(4)相比发生食品安全危机的产品和品牌对消费者感知价值的影响,食品安全危机事件对消费者感知价值的影响更大,更能抑制消费者的感知价值。基于研究结论,要消除食品安全危机事件所造成的消费者购买意愿消极的态度,可采取加强食品安全监管、迅速响应与透明沟通、加强教育与引导,提高供货商标准等措施。

Food safety not only pertains to the health and life safety of the public,but also directly affects the stability and development of society.Based on the SOR theory,this paper empirically analyzes the impact mechanism of food safety crisis on consumers'purchase intention by taking the three factors:food safety crisis event,product and brand as external stimuli and consumers'perceived value as the mediating variables.The results show that:(1)Food safety crisis events,products involved in food safety crisis and the corresponding brands can negatively affect consumers'purchase intentions respectively.(2)Consumers'perceived value plays a mediating role in the relationship between food safety crisis events,products involved in food safety crisis and the corresponding brands,and consumers'purchase intentions.(3)Compared with the impact of products involved in food safety crisis and the corresponding brands on consumers'purchase intentions,food safety crisis events can inhibit consumers'purchase intentions.(4)Compared with the impact of products involved in food safety crisis and the corresponding brands on consumers'perceived value,food safety crisis events have a greater impact on consumers'perceived value,and can better inhibit consumers'perceived value.Based on the conclusions,in order to eliminate the negative attitude of consumers'purchase intention caused by food safety crisis,the government and enterprises can take measures such as strengthening food safety supervision,responding rapidly and communicating transparently,enhancing education and guidance,and improving supplier standards.