网红食品网购背景下消费者信任形成机理分析  

Analysis of the Formation Mechanism of Consumer Trust Under the Background of Internet Celebrity Food Online Shopping

作　　者：费威[1] 安芷萱 FEI Wei;AN Zhixuan(School of Economics,Dongbei University of Finance and Economics,Dalian 116025,China)

机构地区：[1]东北财经大学经济学院,辽宁大连116025

出　　处：《经济与管理》2023年第1期29-37,共9页Economy and Management

基　　金：国家社会科学基金重点项目(22AGL033);教育部人文社会科学研究规划基金项目(21YJA790015);辽宁省经济社会发展研究课题(2023LSLYBKT-048)。

摘　　要：消费者网购网红食品存在信任问题,基于融合扎根理论与解构计划行为理论,建立消费者信任形成模型,分析得出消费者在网购网红食品过程中遵循“购前因素影响—消费者感知—消费者信任形成—消费行为决策”和“购后感知—购后信任形成—复购、推荐等消费行为决策”的消费者购后信任形成路径。为保障消费者权益,促进新业态新模式下食品行业健康发展,依据网红食品特性,结合消费者网购特征,应综合考虑产品自身、品牌、平台、物流质量等影响因素,增强消费者正向感知,促进消费者信任形成;拓宽多元化营销渠道,诚信宣传引导理性消费;利用社交平台增加售后信息反馈与维权途径,增强与消费者之间的交流互动。For the trust problems existing in consumers’online shopping of internet celebrity food,by integrating the grounded theory and the decomposed theory of planned behavior,the model of consumer trust formation is established,and it is proposed that consumers follow the path of"pre-purchase factors-consumer perception-consumer trust formation-consumer behavior decision-making"in the process of online shopping for internet celebrity food,and the post-purchase trust formation path of"post-purchase perception-post-purchase trust formation-repurchase,recommendation,and other consumer behavior decisions".Accordingly,to protect the rights and interests of consumers and promote the healthy development of the food industry under the new format and new model,we should combine the characteristics of internet celebrity food with the characteristics of consumers’online shopping,and this paper proposes that:comprehensively consider the product itself,brand,platform,logistics quality,and other influencing factors to enhance consumers’positive perception and promote the formation of consumers’trust;broaden diversified marketing channels,promote honesty and guide rational consumption;take advantage of social platforms to improve the ways of consumer after-sales information feedback and rights protection,and enhance communication and interaction with consumers.

关 键 词：网红食品 消费者信任 扎根理论 解构计划行为理论 

分 类 号：F724.2[经济管理—产业经济]