食品召回策略对信任和购买意愿的影响OA北大核心CSTPCD

In order to promote the implementation of China's food recall system,solve the issues of declining consumer trust and purchase intention after the food safety crisis effectively,and ensure the sustainable development of enterprises,this study adopted a scenario simulation experiment method based on a survey questionnaire of 1 053 consumers nationwide to explore the effect of food recall strategies on trust and purchase intention.The role of trust violation types and consumer'disposition to trust in the impact of food recall strategies on trust was explored,and the mediating effect of trust between food recall strategies and purchase intention was verified.The results showed that:1)Food recall strategies have significant different effects on trust and purchase intention,with voluntary recall being the best,mandatory recall being the second,and no recall being the worst.Moreover,the voluntary and mandatory recall have a positive effect on trust repair,while no recall have no positive effect on trust repair.2)The type of trust violation plays a moderating role between the impact of food recall strategies on trust.There is no significant difference in competence between the mandatory and voluntary recall if a company violates integrity.There is no significant difference in integrity between the mandatory recall and no recall if a company violates competence.3)Disposition to trust plays a moderating role between the food recall strategies and trust.For consumers with high disposition to trust,the mandatory recall is significantly superior to no recall on competence,benevolence and integrity.For consumers with low disposition to trust,there is no significant difference between the mandatory recall and no recall on benevolence and integrity.4)Trust plays a complete mediating role between food recall strategy and purchase intention.Therefore,enterprises should implement recalls actively in the event of a food safety crisis.Government departments should supervise the implementation of recalls by enterprises strictly if enterprises delay passively.Only in this way can consumers'confidence in food enterprises and the consumption environment be enhanced and their trust and purchase be restored to the maximum extent.