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The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder

机译：声誉信息对中国婴幼儿奶粉安全信任形成的影响机制

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摘要

Infant milk powder has always been one of the food categories most sensitive to safety reputation information. The safety reputation of Chinese infant milk powder has been seriously damaged due to the occurrence of safety accidents and the resulting consumers’ still-unrestored confidence is an important factor which restricts the dairy industry revitalization. Therefore, this paper analyzes the impact of reputation information on the formation of safety trust in Chinese infant milk powder, taking reputation information transmission as the starting point and consumer psychological perception as the researching perspective. A questionnaire survey was conducted and 685 valid questionnaires were collected. The structural equation model is adopted to verify the theoretical model and corresponding research hypothesis that reputation information affects the safety trust of Chinese infant milk powder. The reputation information transmitted between relatives and friends has a stronger effect on the formation of safety trust in Chinese infant milk powder than the media. The degree of media pursuit of “news effect” and negative word-of-mouth have a significant negative impact on the formation of safety trust in Chinese infant milk powder, while reputation quality, positive word-of-mouth and relationship strength have a significant positive impact on that. The quality of word-of-mouth perceived by consumers from highly involvement group, rational group, urban group and high-educated group has a stronger influence on the formation of safety trust. The degree of media pursuit of “news effect”, positive word-of-mouth, negative word-of-mouth and relationship strength perceived by consumers from low involvement group, emotional group, rural group and low-educated group have stronger influence on the formation of safety trust.
机译：婴儿奶粉一直是对安全声誉信息最敏感的食品类别之一。由于发生安全事故，中国婴幼儿奶粉的安全声誉受到严重损害，由此产生的消费者仍未恢复的信心是限制乳制品行业振兴的重要因素。因此，本文以信誉信息传递为出发点，以消费者心理认知为研究视角，分析了信誉信息对中国婴幼儿奶粉安全信任形成的影响。进行了问卷调查，收集了685份有效问卷。采用结构方程模型对声誉信息影响中国婴幼儿奶粉安全信任的理论模型和相应的研究假设进行了验证。亲朋好友之间传递的声誉信息对中国婴儿奶粉安全信任的形成比媒体具有更强的影响力。媒体对“新闻效果”的追求程度和负面口碑对中国婴幼儿奶粉安全信任的形成具有显着负面影响，而声誉质量，正面口碑和关系强度则具有显着影响对此产生积极影响。高度参与群体，理性群体，城市群体和受过高等教育的群体的消费者所感知的口碑质量对安全信任的形成具有更大的影响。低参与度群体，情感群体，农村群体和低学历群体的消费者对媒体对“新闻效果”的追求程度，正面口碑，负面口碑和关系强度对消费者的影响更大。建立安全信任。

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