期刊论文

Study on the repair strategy of consumer trust after the quality and safety crisis in agricultural products ---Taking the Clenbuterol hydroehlofide event of an enterprise as an example

中文

红领巾(探索)

1005-3514

2016

10

19-21,28

10.13881/j.cnki.hljxmsy.2016.1847

教育部人文社科青年基金项目“基于质量安全视角的农产品消费者顾客感知价值生成机理实证研究”（12YJC790259） 湖南省科技厅农业计划支撑项目“基于产业链的农产品生态营销体系的构建”（2014NK3076）

本校为第一机构

笔者立足我国农产品质量安全信任危机的现状,以某企业盐酸克伦特罗事件为例对消费者信任修复调查进行实证分析,探讨质量安全危机事件后消费者信任修复策略的问题,并向企业提出相关管理建议。结果表明:功能策略、情感策略和信息策略均与消费者信任、信任信念和信任意愿呈正相关,且修复程度存在差异。

Based on the present situation of confidence crisis in the quality and safety of Chinese agricultural products, the author makes an em- pirical analysis on the survey of the repair of consumer trust taking the Clenbuterol hydroehloride event of an enterprise as an example. The au- thor also explores the issue of repair strategy of consumer trust after the event of quality and safety crisis, and puts forward some management suggestions to the enterprise. The results show that the functional strategies, affeetive strategies and information strategies are positively correla- ted with consumer tru...