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 sixdimensional model of the psychological contract structure of consumer food safety——the QMRTPC model was proposed. Secondly,experimental method and multivariate statistical analysis method were used to examine the impact of psychological contract breach on online negative wordofmouth and the moderating effect of corporate response. Specifically,the quality breach is more likely to lead to the central online negative wordofmouth; the morality breach and the responsibility breach are more likely to lead to the peripheral online negative wordofmouth among which the responsibility breach is more likely to lead to the peripheral online negative wordofmouth than the morality breach. Moreover,positive corporate response weakens the relationship between the psychological contract breach and online negative wordofmouth. 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 wordofmouth.