农产品质量安全危机后消费者信任修复策略研究——以某企业盐酸克伦特罗事件为例  

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

作　　者：张珺[1,2] 唐伶芳 陶干[1,2] 梁梓淇 

机构地区：[1]湖南农业大学商学院,长沙410128 [2]湖南省涉农企业研究中心,长沙410000

出　　处：《黑龙江畜牧兽医（下半月）》2016年第10期19-21,28,共4页

基　　金：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)

摘　　要：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 trust, trust belief and trust intention, and the degree of repair is different.

关 键 词：农产品质量安全 消费者信任修复 伤害危机 修复策略 盐酸克伦特罗事件 

分 类 号：TS201.6[轻工技术与工程—食品科学]