中国消费者的食品安全心理契约:结构、 破裂及其对网络负面口碑的影响
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国家自然科学基金国际合作项目“作物营养强化对改善人口营养健康影响及评估研究”(71561147001);2017年中国工程 院重大战略咨询项目“华中地区食物安全可持续”(4005G35016010).


The Consumer Psychological Contract in Food Safety:Structure,Breach and Its Impact on the Online Negative Wordofmouth in China
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    摘要:

    运用关键事件访谈法和因子分析法开发消费者食品安全心理契约量表,提出 消费者食品安全心理契约结构的六维模型:QMRGTPC模型,并采用实验法和多元统计分析 法检验心理契约破裂对网络负面口碑的影响以及企业响应的调节作用.结果表明,品质安 全型破裂更易导致中心型网络负面口碑;道德规范型破裂和责任承担型破裂更易导致边缘 型网络负面口碑;责任承担型破裂比道德规范型破裂导致的边缘型网络负面口碑更强.此 外,积极的企业响应弱化了消费者心理契约破裂与网络负面口碑之间的正向关系.由此建 议食品企业要主动履行品质安全、道德规范、责任承担三项社会责任.此外,在处理食品安 全事件时,应及时对事件做出积极响应,以减少网络负面口碑的传播.

    Abstract:

    Although previous studies have discussed the internal structure of psychological contract,it still remains unclear that the internal structure of psychological contract and the impact of psychological contract breach in the field of food safety. Firstly,the key event interview method and factor analysis method were used comprehensively to develop the consumer psychological contract in food safety and the sixdimensional model of the psychological contract structure of consumer food safety——the QMRTPC model was proposed. Secondly,experimental method and multivariate statistical analysis method were used to examine the impact of psychological contract breach on online negative wordofmouth and the moderating effect of corporate response. Specifically,the quality breach is more likely to lead to the central online negative wordofmouth; the morality breach and the responsibility breach are more likely to lead to the peripheral online negative wordofmouth among which the responsibility breach is more likely to lead to the peripheral online negative wordofmouth than the morality breach. Moreover,positive corporate response weakens the relationship between the psychological contract breach and online negative wordofmouth. Therefore,it is suggested that food enterprises should take the initiative to fulfill the three social responsibilities of quality,morality and responsibility. In addition,when dealing with food safety incidents,it is necessary to make a timely and positive response to reduce the spread of online negative wordofmouth.

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侯明慧,陈 通,青 平.中国消费者的食品安全心理契约:结构、 破裂及其对网络负面口碑的影响[J].华中农业大学学报(社会科学版),2021(6):5-14

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  • 在线发布日期: 2021-11-20
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