Will You Buy the Food about which a Scandal Was Reported?——Research on Consumers' Purchase Intention Fluctuation under the TMT Distal Defense Mode

Abstract

Abstract:

The change of residents' behavior pattern is the most direct social reflection of food safety incidents. Here we start from fear management distal defense mode to study the change of attitude and behavior of consumers after the occurrence of a food safety incident. The first part of this study probes the post-incident fluctuation of consumer purchase intention in distal defense mode, and the second part explores the influence that enterprise trust and government trust have on intention fluctuation as well as the moderating effect of self-esteem. The conclusion is that stronger supervision from government and product quality guarantee from enterprises will lead to enhanced purchase intention of consumers. Consumers' trust on enterprises and government as well as self-esteem have positive influence on the recovery of consumers' purchase intention. Interestingly, self-esteem plays a negative role in the influence that enterprise trust has on the recovery of purchase intention, but plays a positive role in the influence that government trust has.

Key words: food safety incident, purchase intention, distal defense mode, self-esteem, trust

Li Yufeng, Zhang Fan, Zhang Weiwei. Will You Buy the Food about which a Scandal Was Reported?——Research on Consumers' Purchase Intention Fluctuation under the TMT Distal Defense Mode[J]. , 2020, 32(3): 167-178.

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