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

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 impor...

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Autores principales: Cao, Yanan, Li, Cuixia
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7349046/
https://www.ncbi.nlm.nih.gov/pubmed/32443859
http://dx.doi.org/10.3390/healthcare8020138
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author Cao, Yanan
Li, Cuixia
author_facet Cao, Yanan
Li, Cuixia
author_sort Cao, Yanan
collection PubMed
description 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.
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spelling pubmed-73490462020-07-22 The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder Cao, Yanan Li, Cuixia Healthcare (Basel) Article 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. MDPI 2020-05-20 /pmc/articles/PMC7349046/ /pubmed/32443859 http://dx.doi.org/10.3390/healthcare8020138 Text en © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Cao, Yanan
Li, Cuixia
The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder
title The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder
title_full The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder
title_fullStr The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder
title_full_unstemmed The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder
title_short The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder
title_sort influence mechanism of reputation information on the formation of safety trust in chinese infant milk powder
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7349046/
https://www.ncbi.nlm.nih.gov/pubmed/32443859
http://dx.doi.org/10.3390/healthcare8020138
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