CAJ | 학술논문

文章根据消费者调查和结构方程模型分析,发现品牌企业在食品安全事故中的形象维护策略中,真相调查策略、互动交流策略可以增强品牌企业形象可信度,进而对稳定消费者购买行为产生积极影响;互动交流策略、完善管理制度策略、责任追究策略能有效减少消费者感知风险,并对稳定消费者购买行为产生积极影响;消费者对品牌企业形象可信度既可直接稳定消费者购买行为,还可通过降低消费者感知风险而间接稳定消费者购买行为.因此,品牌企业在形象维护策略上应坚持消费者取向,并根据相关指向路径不同进行合理优化.
문장근거소비자조사화결구방정모형분석,발현품패기업재식품안전사고중적형상유호책략중,진상조사책략、호동교류책략가이증강품패기업형상가신도,진이대은정소비자구매행위산생적겁영향;호동교류책략、완선관리제도책략、책임추구책략능유효감소소비자감지풍험,병대은정소비자구매행위산생적겁영향;소비자대품패기업형상가신도기가직접은정소비자구매행위,환가통과강저소비자감지풍험이간접은정소비자구매행위.인차,품패기업재형상유호책략상응견지소비자취향,병근거상관지향로경불동진행합리우화.
According to consumer surveys and structural equation modeling analysis,this paper found out that the fact-find?ing strategy,interactive communication strategy are very important in the maintenance strategy of the brands corporate image in the food safety incidents.They can enhance the recognition for the brand corporate image,and has positive impact on the stability of consumer buying behavior.Furthermore,the interactive communication strategy,the strategy of improving the management system and accountability strategy can effectively reduce consumer perceived risk,and have positive impact on the stability of consumer buying behavior.The recognition for consumer to the brand corporate image not only directly influ?ence the consumers buying behavior,but also indirectly influence consumer buying behavior by reducing consumer perceived risk.Therefore,the maintenance strategy of the brands image should adhere to the consumer orientation,and flexibly opti?mized depending on the relevant path.