Study On Consumers’ Trust Repair Under The Perspective Of Crisis About Dairy Products Quality And Safety

Dairy industry belongs to the efficient animal husbandry, All countries in the world generally pay attention to the development of dairy industry, the level of development of the dairy industry has become one of the important mark to judge the modernization degree of a country of animal husbandry. Dairy industry is an important sector of animal husbandry in China and even in the development of agricultural production, the position in the national economy is becoming more and more important, Dairy industry development not only promote the increase of farmers’ income, the development of rural economy and the optimization of agricultural structure, but also improve the nutrition structure of China’s diet. In the government’s attention and advocacy, In recent 10 years, China’s milk production increased at an annual rate of 10.72%, compared with the development of international around 1%, China’s dairy industry is in a stage of rapid development.The rapid development in the dairy industry at the same time, "no anti milk", "tuberculosis milk", "big head doll of inferior milk powder", "melamine tainted milk powder " and other frequent dairy products quality safety events make China’s dairy crisis, triggered consumers’ "cumulative" trust loss of dairy products quality and safety. Especially the outbreak of “melamine tainted milk powder",China’s dairy industry suffers hitherto unknown attack, Consumer’s confidence in domestic dairy products have been seriously affected, Trust loss leads to the lack of market demand, the decline in the profitability of the business, the decline of market competitiveness, the slow development of the industry. Data display, Since 2008, the national consumption of 36 large medium-sized city per capita dairy products declined at an average annual rate of 5.6%, dairy products trade deficit continues to increase. In order to restore and stimulate the dairy market vitality, dairy products supply chain subject and government supervision departments should carry out effective restoration of consumer confidence in dairy products quality safety crisis, change danger into safety.Therefore, in the context of dairy products quality safety crisis, based on the related concepts and theory of consumer trust repair, use of field research, questionnaire survey, qualitative analysis, quantitative analysis, system analysis method to expound the causes and effects of dairy products quality safety crisis, summarize response behavior of processing enterprises and government regulators, analyses the consumer trust situation, analyses the key factors of consumer trust violation, set trust repair strategy.In order to formulate a scientific, reasonable application of consumers trust repair strategy, In this study, through field research method, From the point view of supply chain subject behavior and the government and market to analyse the causes in the crisis of China’s dairy products quality and safety, elaborate the influence of dairy products quality and safety crisis on dairy production, processing, trade and consumption. put the dairy processing enterprises and government supervision department as the response subject, summarize the two main subjects’ response behavior from the two aspects of ability and goodwill. In order to understand the effect of response behavior to consumer trust, through the questionnaire survey method, From the four aspects of consumer trust propensity, supply chain subject, government regulation and information media to evaluate consumer trust, to construct the optimal scaling regression model of consumer trust violation, discuss on the individual characteristics, consumer characteristics, information acquisition, trust propensity, trust dimensions(the government), the quality level of trust(supply chain subject) impact on consumer trust and consumer trust violation attribution of different subject(supply chain subject and government regulators).The main points are as follows:Apparent cause in crisis of dairy products quality and safety is from "ignorance" and "immoral" behavior of all aspects of the supply chain related subject; Fundamental cause is from the "market failure" and "government failure" under the macro background. After the major event of dairy quality safety crisis,milk yield increased slowly, enterprise development speed is slow, dairy products trade deficit increased, dairy consumption fluctuations and other negative effects.The type of ability response behavior of dairy processing enterprises reflected in the optimization of the milk source, strengthening the construction of enterprises quality management system, promoting the technical innovation, the type of goodwill response behavior of dairy processing enterprises reflected in safeguarding the interests of consumers and improve the consumer communication platform; The type of ability response behavior of the government supervision departments reflected in completing legal system and perfecting legal laws and regulations, the type of goodwill response behavior of the government supervision departments reflected in formulating strategy, improving consumer communication platform and strengthening the construction of moral integrity.Consumers’ confidence evaluation on dairy products quality and safety is in the overall state of uncertainty general trust, trust degree is not high,different consumer groups has different evaluation of distribution in trust and non trust degree; In the media trust evaluation, consumers’ confidence in the relatives and friends is the highest, enterprises with the lowest degree of Information trust.The significant influence factors of consumers’ trust violation in dairy products quality and safety include the level of education, dairy products frequency, edible experience, the degree of trust information to the government supervision departments information, the degree of trust information to relatives and friends, consumers’ expectations for the future, confidence levels for farmers, confidence levels for processing enterprises, confidence levels for the sales enterprises, confidence levels for the government supervision departments. Among them, education, information credibility of government and relatives and friends, the credibility of ability and goodwill for farmers, processing enterprises, sales enterprises and government supervision departments are positive effect on trust degree, dairy products frequency and the edible experience are negative impact on trust degree.The significant factors of consumers’ trust violation based on farmers level mainly in specification of horizontal and information communication degree;the significant factors of consumers’ trust violation based on processing enterprises level mainly in standard level of production and detection of dairy products and consumer relationship;the significant factors of consumers’ trust violation based on Sales enterprises level mainly in dairy products entrance detection,dairy products specification placed, expired milk products processing and consumer relationship maintenance;the significant factors of consumers’ trust violation based on government supervision departments level mainly in information quality and clean degree of monitoring implementation.Consumer trust repair strategies mainly include restraint strategy of distrust and display strategy of trust. Restraint strategy mainly includes assessment strategies and accountability strategies; Display strategy mainly includes service recovery strategy and risk communication strategies.The innovation of this research is to build consumer trust violation attribution model based on the dairy supply chain subject and the government supervision department, explore the key nodes of consumer trust violation, Formulate the consumer trust repair strategy based on trust display and distrust constraints, However, the issue of consumer trust repair is at the initial stage of research, the lack of theoretical and empirical reference and sample survey system cannot fully cover all consumers of dairy products, so in the two aspects of variable design and data acquisition also need to develop a step in the future research aspects.