The Impact of Food Safety Crisis on Consumers'Purchase Intention
Food safety not only pertains to the health and life safety of the public,but also directly affects the stability and development of society.Based on the SOR theory,this paper empirically analyzes the impact mechanism of food safety crisis on consumers'purchase intention by taking the three factors:food safety crisis event,product and brand as external stimuli and consumers'perceived value as the mediating variables.The results show that:(1)Food safety crisis events,products involved in food safety crisis and the corresponding brands can negatively affect consumers'purchase intentions respectively.(2)Consumers'perceived value plays a mediating role in the relationship between food safety crisis events,products involved in food safety crisis and the corresponding brands,and consumers'purchase intentions.(3)Compared with the impact of products involved in food safety crisis and the corresponding brands on consumers'purchase intentions,food safety crisis events can inhibit consumers'purchase intentions.(4)Compared with the impact of products involved in food safety crisis and the corresponding brands on consumers'perceived value,food safety crisis events have a greater impact on consumers'perceived value,and can better inhibit consumers'perceived value.Based on the conclusions,in order to eliminate the negative attitude of consumers'purchase intention caused by food safety crisis,the government and enterprises can take measures such as strengthening food safety supervision,responding rapidly and communicating transparently,enhancing education and guidance,and improving supplier standards.
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