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本研究从食品企业产品伤害行为的性质出发,基于自我感知理论,构建了一个消费者逆向选择模型,分析了食品企业的过失伤害行为和蓄意伤害行为对品牌资产和消费者逆向选择的影响。实证结果表明,蓄意伤害行为和过失伤害行为对品牌忠诚和感知质量都有显著负向影响,但蓄意伤害行为的影响更大;不管是蓄意伤害行为还是过失伤害行为,其对品牌联想都没有影响;品牌联想和品牌忠诚对消费者的逆向选择都有显著的负向影响,而感知质量对消费者逆向选择没有影响。
Based on the nature of the injury behaviors of food enterprises, this study constructs a model of consumer adverse selection based on self-perception theory, and analyzes the impact of negligence and intentional harm of food enterprises on brand equity and consumer adverse selection. Empirical results show that intentional injury and negligent injury have a significant negative impact on brand loyalty and perceived quality, but the impact of intentional injury is even greater. Whether it is intentional injury or negligent injury, it has no effect on brand association ; Brand associations and brand loyalty have a significant negative impact on consumers ’adverse selection, while perceived quality has no effect on consumers’ adverse selection.