食品安全事件背景下网络口碑影响消费者购买决策的机制研究
Internet Word of Mouth Impact on Consumers’ Purchase Decision under the Background of Food Safety

以农产品为例，基于武汉市消费者调查数据，综合运用实验法、Bootstrapping分析方法，分析在食品安全事件的影响下网络口碑对消费者农产品购买意愿的影响。结果表明，负面网络口碑通过消费者矛盾态度负向影响消费者对农产品的购买意愿，理（感）性负面网络口碑会导致较高（低）的矛盾态度；企业反应调节了消费者矛盾态度，当企业面对感（理）性负面网络口碑时，相对于重建（弱化）策略，企业采取弱化（重建）策略可以显著降低消费者矛盾态度。建议我国农业企业在发生食品安全事件后，关注网络负面口碑及消费者矛盾心理，努力降低消费者矛盾态度，提高购买意愿。
Based on the survey data from consumers in Wuhan city and the methods of experiment and bootstrapping,this paper analyzes the effect of Internet word-of-mouth on consumers’ purchase intention on agricultural products under the influence of food safety events. The results show that negative comments online influence consumers’ purchase decision reversely through the contradictory attitude of consumers,rational type (perceptual type) of negative comments online leads to higher (lower) contradictory attitude of consumers; the enterprises’ response could regulator consumer ambivalent attitude. When faced with the rational type (perceptual type) of negative comments online,enterprises could take the weakening (reconstruction) strategy,compared with the reconstruction (weakening) strategy,to significantly reduce consumers’ ambivalent attitude. It is suggested that Chinese agricultural enterprises attach importance to the negative comments online and consumers ’ contradictory psychology in case of food safety incidents,and endeavor to eliminate consumers’ uncertain attitude and improve their purchasing intention.