食品伤害情境下消费者逆向选择影响因素研究——基于SOR理论视角  

The Influence Factor of Consumers′Adverse Selection in the Context of Food Harm:Based on the Perspective of SOR Theory

作　　者：张蓓[1] 林家宝[1] 

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《统计与信息论坛》2017年第12期116-123,共8页Journal of Statistics and Information

基　　金：国家自然科学基金青年项目<农产品伤害危机责任归因与消费者逆向行为形成机理研究>(71503085);国家自然科学基金青年项目<农产品电子商务扩散机理及对企业价值创造的影响研究>(71501078);国家自然科学基金重点项目<生产供应过程的食品安全风险识别与预警研究>(71633002)

摘　　要：理解食品伤害危机后消费者的逆向选择,对于恢复消费者信心,改进食品伤害危机管理策略,促进食品产业可持续健康发展具有重要意义。基于SOR理论视角,构建食品伤害情境下消费者逆向选择模型,分析内部刺激、外部刺激以及个体特征对消费者负面情感与逆向选择的影响机理。实证结果表明,在内部刺激中,社会责任缺失对消费者负面情感的影响比生产能力约束的影响大;在外部刺激中,监管失灵对消费者负面情感的影响比自然风险的作用更强;在个体特征中,习惯对消费者负面情感有显著影响,而偏好则无影响;影响消费者负面情感的因素中,内部刺激承担了最主要的角色;消费者负面情感是产生逆向选择的重要因素。To rebuild consumer trust,improve management strategies of food harm crisis,and and promote the development of food industries,it is important to understand consumer adverse selection after a food harm crisis.Therefore,based on the perspective of SOR theory,this study builds a model of consumer adverse selection in the context of food harm crisis and examines the effects of internal stimuli,external stimuli,and individual characteristics on negative emotion and adverse selection.The empirical results indicate that the impact of lack of social responsibility on consumer negative emotions is greater than that of production capacity constraints.The impact of regulatory failure on consumer negative emotions is stronger than natural risk does.Habit has a significant impact on consumers＇ negative emotion,while preference has no effect on it.Internal stimulus plays the most important role in the factors affecting consumers＇ negative emotion.Negative emotion has a positive influence on adverse selection.

关 键 词：食品伤害 负面情感 逆向选择 SOR理论 

分 类 号：F324[经济管理—产业经济]