發(fā)布時(shí)間：2018-03-01 05:11

  本文關(guān)鍵詞： 危機(jī)情境 企業(yè)社會(huì)責(zé)任 農(nóng)產(chǎn)品 品牌信任　出處：《煙臺(tái)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：時(shí)代在不斷發(fā)展,經(jīng)濟(jì)步入新常態(tài),互聯(lián)網(wǎng)正慢慢改變著人們的交流溝通方式和消費(fèi)行為。民以食為天,消費(fèi)者對(duì)于食品安全問(wèn)題越來(lái)越重視,其在糧食類農(nóng)產(chǎn)品質(zhì)量安全的關(guān)注程度上最高。我國(guó)三農(nóng)問(wèn)題的特殊性決定了農(nóng)業(yè)企業(yè)在帶動(dòng)農(nóng)村發(fā)展和農(nóng)民致富方面起到關(guān)鍵作用,農(nóng)產(chǎn)品在農(nóng)業(yè)企業(yè)生產(chǎn)銷(xiāo)售中所占盈利比重較大。近年來(lái),如2008年三聚氰胺毒奶粉、2010年農(nóng)業(yè)毒豇豆、2011年瘦肉精豬肉、毒生姜等一系列食品安全問(wèn)題以及農(nóng)產(chǎn)品傷害危機(jī)事件頻頻出現(xiàn),農(nóng)產(chǎn)品企業(yè)社會(huì)責(zé)任危機(jī)突顯。由于農(nóng)產(chǎn)品是食品生產(chǎn)的重要原料,并且其具有同質(zhì)性,當(dāng)消費(fèi)者得知某一農(nóng)產(chǎn)品企業(yè)產(chǎn)生產(chǎn)品危機(jī)及不良表現(xiàn)之后,消費(fèi)者對(duì)于該企業(yè)產(chǎn)品品牌信任將急速下降,甚至對(duì)整個(gè)農(nóng)產(chǎn)品行業(yè)產(chǎn)生質(zhì)疑,將不會(huì)再次購(gòu)買(mǎi)該類農(nóng)產(chǎn)品,因此農(nóng)產(chǎn)品銷(xiāo)售遭受到危機(jī)的極大影響,農(nóng)民的收入也受到影響,不利于促進(jìn)農(nóng)村經(jīng)濟(jì)發(fā)展。所以,加強(qiáng)農(nóng)產(chǎn)品企業(yè)社會(huì)責(zé)任與農(nóng)產(chǎn)品品牌信任研究具有很強(qiáng)的現(xiàn)實(shí)意義。在這樣一種時(shí)代背景下,農(nóng)產(chǎn)品企業(yè)遭遇產(chǎn)品傷害性危機(jī)時(shí)應(yīng)如何面對(duì),如何降低損失并重新獲取消費(fèi)者的品牌信任,成為了當(dāng)下農(nóng)產(chǎn)品企業(yè)發(fā)展至關(guān)重要的問(wèn)題。一般而言,企業(yè)社會(huì)責(zé)任水平高的企業(yè)更易受到消費(fèi)者的信任與認(rèn)同,從而可以緩解危機(jī)事件帶來(lái)的負(fù)面影響,使消費(fèi)者有可能重新接受并購(gòu)買(mǎi)受到危機(jī)事件影響的企業(yè)產(chǎn)品。本研究將CSR水平作為自變量,農(nóng)產(chǎn)品品牌信任作為因變量,進(jìn)一步研究CSR水平與農(nóng)產(chǎn)品品牌信任間的關(guān)系。產(chǎn)品傷害危機(jī)類型、消費(fèi)者自我建構(gòu)類型、企業(yè)能力作為調(diào)節(jié)變量,危機(jī)類型依據(jù)以往研究分為可辯解型和不可辯解型兩種危機(jī)類型,消費(fèi)者自我建構(gòu)同樣分為獨(dú)立型與關(guān)聯(lián)型兩種消費(fèi)者自我建構(gòu)類型。通過(guò)調(diào)節(jié)變量的構(gòu)建,研究不同危機(jī)情境下,針對(duì)不同自我建構(gòu)類型消費(fèi)者,CSR水平對(duì)于農(nóng)產(chǎn)品品牌信任的影響。同時(shí)引入顧客認(rèn)同作為中介變量,研究其中介作用。運(yùn)用SPSS17.0對(duì)數(shù)據(jù)進(jìn)行信度、效度以及方差分析等定量處理。本研究以農(nóng)產(chǎn)品企業(yè)為研究對(duì)象,分析所得出的結(jié)論:(1)CSR水平對(duì)于農(nóng)產(chǎn)品品牌信任具有正向顯著影響,企業(yè)主動(dòng)承擔(dān)社會(huì)責(zé)任,擁有較高的CSR水平,更易獲得消費(fèi)者的青睞,有利于提高品牌信任。(2)危機(jī)類型、消費(fèi)者自我建構(gòu)類型、企業(yè)能力具有調(diào)節(jié)作用。(3)顧客認(rèn)同起到了中介作用。最后,針對(duì)農(nóng)產(chǎn)品企業(yè)CSR水平與農(nóng)產(chǎn)品品牌信任的關(guān)系分析,本研究給出有關(guān)農(nóng)產(chǎn)品企業(yè)預(yù)防應(yīng)對(duì)危機(jī),增強(qiáng)CSR水平及企業(yè)能力進(jìn)而提高消費(fèi)者品牌信任的相應(yīng)建議,并且也提出了研究中的不足之處與未來(lái)展望。
[Abstract]:The times are developing and the economy is entering a new normal. The Internet is slowly changing the way people communicate and consume. Consumers pay more and more attention to the issue of food safety. It has the highest degree of concern in the quality and safety of grain agricultural products. The particularity of the issue of agriculture, rural areas and farmers determines that agricultural enterprises play a key role in driving rural development and farmers becoming rich. In recent years, for example, in 2008 melamine milk powder, 2010 agricultural cowpea, 2011 lean pork, A series of food safety problems, such as poisonous ginger, and the crisis of injury to agricultural products have occurred frequently, and the crisis of corporate social responsibility of agricultural products has been highlighted. Since agricultural products are important raw materials for food production, and they are homogeneous, When consumers learn that a certain agricultural product enterprise has a product crisis and bad performance, the consumer's trust in the enterprise's product brand will plummet, and even the whole agricultural product industry will be questioned, so that they will not buy this kind of agricultural products again. As a result, the sale of agricultural products has been greatly affected by the crisis, and the income of farmers has also been affected, which is not conducive to promoting the development of the rural economy. It is of great practical significance to strengthen the research on corporate social responsibility of agricultural products and trust in agricultural products brand. How to reduce the loss and regain the brand trust of consumers has become a crucial issue in the development of agricultural products enterprises. Generally speaking, enterprises with high level of corporate social responsibility are more likely to be trusted and recognized by consumers. In order to mitigate the negative impact of the crisis, consumers may re-accept and buy the enterprise products affected by the crisis. This study takes the CSR level as independent variable, and the trust of agricultural product brand as dependent variable. Further study on the relationship between CSR level and trust of agricultural products brand. Product injury crisis type, consumer self-construction type, enterprise ability as adjustment variable, According to previous studies, the crisis type can be divided into two types: defensible type and unjustifiable type, and consumer self-construction can also be divided into two types: independent type and associative type. This paper studies the influence of different self-constructed types of consumers on the trust of agricultural products brand under different crisis situations. At the same time, it introduces customer identity as an intermediary variable to study its intermediary role. SPSS17.0 is used to analyze the reliability of the data. Quantitative analysis of validity and variance. The conclusion of this study is that the CSR level has a positive and significant impact on the trust of agricultural products brand, and the enterprises take the initiative to take on social responsibility, the conclusion is that the CSR level has a positive and significant impact on the trust of agricultural products brand, and the enterprises take the initiative of social responsibility. Having a higher CSR level makes it easier to get the favor of consumers. It is helpful to improve brand trust. 2) crisis type. Consumer self-construction type. Enterprise ability has a regulatory role. 3) customer identity plays an intermediary role. Finally, Based on the analysis of the relationship between the level of CSR of agricultural products enterprises and the trust of agricultural products brand, this study gives the corresponding suggestions on how to prevent and respond to the crisis, enhance the level of CSR and the ability of enterprises, and then improve the trust of consumer brands. And also put forward the shortcomings of the research and future prospects.
【學(xué)位授予單位】：煙臺(tái)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F270;F273.2;F324

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