Consumer Response And Corporate Recovery Strategy In Agricultural Product Harm Crisis

In recent years,China’s agricultural product harm crisis recurring.It has seriously damage to fragile agricultural products brand.Consumers become more and more concerning about the crisises.To deal with this social problem,this paper uses the scientific research method to reveal consumer response mechanism and corporate recoverying strategies based on the logical path of cause-harm-recovery.Specifically,this article contains the following four studies:First,cause analysis.Consumers spontaneously make blame attribution of damage to agricultural products.The subjective attribution of consumers can better predict the harm of the agricultural product injury crisis to the enterprises involved in the related enterprises and the related organizations.In the sub-study,the author uses text analysis method to encode and sort the real consumer microblogging comment data.This study reveals how current Chinese making blame attribution to agricultural product harm crisis.Depend on coding reults of consumer reviews.This chapter construct the locus of control-controllability two-dimensional attribution model.Based on the survey data of 217 consumers,this chapter examines the effect of individual characteristics on the attribution of responsibility and the effect of consumer blame attribution on corporate attitudes and government trust.Second,negative spillover effect.Previous studies have pointed out that the same region of origin(ROO)information leads to the spillover effects of product harm crisis.On the one hand,this study extends this conclusion to the ROO information of the provincial level.On the other hand,the moderating role of the economical distance is examined.The results of the study show that for mainland consumers,the spillover effect is greater when economical distance is high(New Zealand,South Korea)than when the economic distance is low(Taiwan).The results of Study 2 show that the same source at the provincial level also leads to spillover,and the regulatory role of economical distance is also significant.In addition,Study 2 validates the mediating role of perceived brand similarity.Third,negative transmission effect.Under the background of the crisis of agricultural products,the influence of the quality of agricultural product brand relationship on the spread of negative word of mouth is exmained.The results show that the quality of the brand relationship of agricultural products is respectively positively and negatively influnce the tendency of word-of-mouth communication in online and offline WOM channels.On the basis of constructing the self-threat and perceptual betrayal dual-agent path model,this chapter reveals the consumer’s inner psychological mechanism.At the same time,the study found that corporate remedies can significantly reduce consumer perceived betrayal,but its interaction has not been verified.Fourth,corporate recovery strategy.Although prior literature had examined CSR’s prevention effect in agricultrual product-harm crisis,how companies select the best CSR communication strategies to mitigate the negative impact of crisis is still unclear.This chapter found there is interaction effect between APHC type and CSR communication strategy.CSR communication strategy need to match APHC type to get higher CSR belief,which can increase consumer corporate attitude.Experiment 1 finds that there is an interaction effect between CSR strategies and APHC intentionality on consumers’corporate attitude.specifically,when the crisis is perceived as intentional,reactive strategy is leads to more positive corporate attitude,in the contrary,when the crisis is perceived as unintentional,proactive strategy is better.In experiments 2,the authors test the mediation effect of CSR belief.This article has following theoritial innovation:(1)two-dimension consumer blame attribution model is conducted and its consequence is exmained,(2)we validate the the role of ROO information in spillover effect,(3)we found the the mechanism of online and offline WOM behavior after agriculture PHC,(4)based on agricultural PHC,we compared the effect of different CSR communication strategy.