Empirical Study Of Agriculture Brand Spillover Effects Under Product Harm Crisis

Product-harm crisis frequently in recent years, involving all aspects consumers eat, wear, live, line, especially the agricultural products of traumatic events, not only harm the health of consumer, brought great damage to consumers’ psychology, and social climate and agricultural economic development has brought great negative impact.And with the Internet technology and the rapid development of information technology, new media, makes the product harm crises event information quickly spread like a virus, the negative impact of product harm crises events gradually spread, the spillover to the entire industry, poses a great blow to the similar enterprises and the whole industry. But in addition to the negative spillovers, we found that there is another kind of "a blessing in disguise" spillover phenomenon, after the product harm crises incidents, crisis of negative events to other related enterprises have the opposite effect, the crisis to other enterprise has brought positive spillovers, make consumers more trust or other related enterprises.So, what factors lead to different directions of spillover effect?Produce different types of the internal mechanism of spillover effect?Based on the quasi experimental method to study the effect of agricultural products brand spillover effect mechanism, through literature review and comb, we spillover effect can be divided into contrast spillover effect and infection spillover effect, and build information and network industry base rate comments discrete degree of the spillover effect of the model.This paper designed two experiments, each experiment divided into two parts, A and B.Two experiments verify network comments discrete degree and information industry base rate on spillover effect mechanism, the influence of the empirical study found that:(1) agriculture product harm crisis background, when the network comments discrete degree is high can cause people will blame for enterprise external;When network comments discrete degree low easily lead people to blame attributed to internal.(2) agriculture product harm crisis background, when the information industry base rate high responsibility people easy to lead to not be attributed to external;When information industry base rate low easily lead to people will blame within the enterprise.(3) when people blame attributed to external, are more likely to happen transmission network spillover effect;When people will responsibility on enterprise internal network spillover contrast effect is more likely to occur.(4) consumer brand of existing knowledge is positive(negative) relative to, network comments discrete degree of influence on attribution will be weakened, information industry base rate influence on attribution will be weakened, and vice is strengthened.The study found that the distribution of network information, especially network comments form in product harm crisis spillover effect also plays an important role.At the same time, the injury crisis event industry itself damage frequency(information industry base rate) of high and low will affect the spillover effect.In this paper combined with the network information, industry information, two angles to explore its effect on the spillover effect mechanism, in the real business deal with product injury crisis and even the entire industry to provide effective reference and suggestion.