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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| Format: | Article |
| Language: | English |
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MDPI AG
2020-05-01
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| Series: | Healthcare |
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| Online Access: | https://www.mdpi.com/2227-9032/8/2/138 |
| _version_ | 1797567433959014400 |
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| author | Yanan Cao Cuixia Li |
| author_facet | Yanan Cao Cuixia Li |
| author_sort | Yanan Cao |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-03-10T19:42:50Z |
| format | Article |
| id | doaj.art-70efd94cfd9240ecaab290589c1c4e78 |
| institution | Directory Open Access Journal |
| issn | 2227-9032 |
| language | English |
| last_indexed | 2024-03-10T19:42:50Z |
| publishDate | 2020-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Healthcare |
| spelling | doaj.art-70efd94cfd9240ecaab290589c1c4e782023-11-20T01:07:51ZengMDPI AGHealthcare2227-90322020-05-018213810.3390/healthcare8020138The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk PowderYanan Cao0Cuixia Li1College of Business, Hebei University of Economics and Business, Shijiazhuang 050061, ChinaCollege of Economics and Management, Northeast Agricultural University, Harbin 150028, ChinaInfant 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.https://www.mdpi.com/2227-9032/8/2/138infant milk powdersafety trustreputation information transmissionconsumer characteristicspsychological perception |
| spellingShingle | Yanan Cao Cuixia Li The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder Healthcare infant milk powder safety trust reputation information transmission consumer characteristics psychological perception |
| 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 | infant milk powder safety trust reputation information transmission consumer characteristics psychological perception |
| url | https://www.mdpi.com/2227-9032/8/2/138 |
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