食品安全事件后消费者购买意向波动研究:基于恐惧管理双重防御的视角

Research on Consumers' Purchase Intention Fluctuation after Food Safety Incident Based on Terror Management Dual-process Perspective

居民行为模式的变化是食品安全事件最直接的社会表现。文章从恐惧管理近端远端双重防御模式出发,研究食品安全事件带给消费者态度和行为的变化。文章分为两部分,第一部分研究近端防御时消费者购买意向变动及其影响因素。得出发生食品安全事件后短期内,购买意向会有较大幅下降,下降程度主要取决于消费者负面情绪与个体态度,而对政府和企业的信任并不在短期内直接影响其购买意向的变化。第二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,得出政府加强监管与企业保证产品质量安全,都会提升消费者的购买意向。并且发现企业保证比政府加强监管对消费者购买的恢复作用较为明显。

The changes of consumer behavior patterns after food safety incident is the most direct social performance. This paper includes two parts which are based on dual-process model of defense against terror of Terror Management Theory( TMT). Study 1: After food safety incident,under proximal end defense mode,consumer purchase intention will have a sharp drop in short-term. The degree of the reduction depends on the consumer individual attitude,negative emotion. Consumer trust on the government and enterprises does not directly affect the purchase intention in short-term. Study 2: Along with the further development of the incident,under distal end defense mode,individual purchase intention will fluctuate. Government supervision and enterprise crisis management all can benefit consumer purchase intention recovery. Also,enterprise's guarantee promotes consumer purchase intention recovery better than government supervision.