邻近性培育下的食品信任构建:基于生鲜零售企业蕃薯藤的案例研究

摘要/Abstract

摘要： 邻近性培育是食品信任构建的重要途径。现有研究聚焦企业向消费者的邻近,但这种单向邻近模式难以解释信任倾向动态变化下的信任构建过程。本研究从企业与消费者适度邻近出发,探讨食品信任共建过程。研究发现:(1)适度邻近下的食品信任构建呈现企消共变的特征,企业通过新旧需求融合与企消合作创新策略,实现可信赖行为再造与消费者信任倾向的平衡波动。(2)外部市场压力推动适度邻近建立、打破与再建,这种螺旋发展的适度邻近过程揭示了食品信任构建的路径。(3)适度邻近培育阐释了动态信任倾向下,企消变化调整,供需再造的信任构建进化机制。研究结论对低信任水平下的食品信任构建具有启示价值。

关键词: 邻近性培育, 食品信任, 信任倾向, 可信赖行为, 案例研究

Abstract: Proximity cultivation is an important way to build food trust. Existing researches focus on the proximity of producers to consumers, but this one-way proximity model can hardly explains the trust construction process under the dynamic change of trust propensity. This study explores the process of food trust co-construction from the perspective of moderate proximity between producers and consumers. The study finds that: (1) food trust construction under moderate proximity is characterized by the co-variation of s producers and consumers. Through the behavioral strategies of integration, restructuring and cooperative innovation, adjusted trustworthy behavior and balanced trust propensity are achieved. (2) External market pressure drives the establishment, breaking and re-creation of moderate proximity, and this spiral process of moderate proximity reveals the path of food trust construction. (3) The moderate proximity cultivation explains the evolutionary mechanism of trust construction under dynamic trust propensity, with the adjustment and re-construction of producers and consumers. The findings of the study have enlightening value for the construction of food trust that is at a low level.

Key words: proximity cultivation, food trust, trust propensity, trustworthy behavior, case study

曾国军, 王荷. 邻近性培育下的食品信任构建:基于生鲜零售企业蕃薯藤的案例研究[J]. 管理评论, 2022, 34(8): 327-340.

Zeng Guojun, Wang He. Food Trust Construction under Proximity Cultivation: A Case Study Based on the Fresh Food Retailer FAN SHU TENG[J]. Management Review, 2022, 34(8): 327-340.

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