The Study On Consumer Trust Repair Under The Quality And Safety Of Agricultural Product Harm Crisis

With the continuous improvement of China's economic strength, the people have higher demand for quality and safety of agricultural products. In agricultural and sideline products, food quality and safety problem receives the widespread attention at the same time, serious due to the market supervision and management mechanism is not perfect, the regulatory system is not strict, and other reasons, the agricultural product quality and safety issues have become increasingly prominent. With the increase of the developed media and consumer rights awareness, company's brand image and economic interests will easily affected by the crisis, the trustor's trust degree suffered serious damage. Consumer trust is a bridge to build a close relationship between consumers and enterprises, once the consumer trust has been destroyed, the need to take immediate measures to repair the trust. In this study, based on the above background, the company as trustee, on the quality and safety of agricultural products harm crisis after the occurrence of, company to repair the trustor's trust degree adopts the repair strategy research, and influence of various repair strategies on consumer survey.Through literature analysis, this paper constructs a consumer trust repair model, and summarizes the methods of the independent variables in three types:information repair strategy, emotional repair strategy and utility repair strategy. Because the variable consumer trust is composed of two components of the trust belief and the willingness of trust, and the trust tendency as a co variable. Through the questionnaire obtained the original data, using SPSS20 statistical software for specific data quantitative analysis, involving the descriptive statistics analysis, item analysis, reliability analysis, factor analysis, analysis of variance, statistical analysis method.Through empirical analysis, this study has a positive correlation between information, emotional and utility repair strategies and consumer trust beliefs, trust intentions and overall trust. Utility and information retrieval strategy is the emotional repair strategy repair effect is better, and utility repair policy slightly higher than information retrieval strategy. At the same time, the consumer's trust and trust are positively correlated. Combined with the above empirical results, this study put forward the quality and safety of agricultural products after the crisis, the consumer's repair strategy and the choice of the way of management inspiration.