Research On The Formative Mechanism Of Domestic Infant Milk Powder Safety Trust

The infant milk powder has always been one of the most sensitive food categories for safety information,and it belongs to a special kind of food whose consumer decision makers are not actual consumers.Infant milk powder safety trust is not derived from the eating experience of the actual consumers,but the psychological perception of consumer decision makers on the safety information transmitted by various stakeholders.Negative information on the unsafety of infant milk powder will cause consumers to have a higher risk perception of infant milk powder,which will affect consumers' trust seriously,and its impact will be much higher than positive information.In recent years,food safety accidents have occurred frequently,and the infant milk powder safety incidents represented by the ‘melamine incident' have had a huge negative impact on the safety trust of domestic infant milk powder.Although the Chinese dairy enterprises,the government and the society have made continuous efforts,the safety trust of domestic infant milk powder has not been restored.Then,how should we deal with the crisis of trust in domestic infant milk powder,how to rebuild consumer trust in the case of that domestic infant milk powder safety trust has been greatly damaged? The key to solving this problem lies in figuring out the mechanism for the formation of the safety trust of domestic infant milk powder.Only in this way the measures for the reconstruction of trust of all subjects can be more effective.This is the question to be explored in this research.In this view,this research constructed the analytical framework of the formative mechanism of domestic infant milk powder safety trust,based on consumer decision-making process theory,fine processing possibility model,cognitive consistency theory and signal game and other related theories,taking the infant milk powder safety information transmissio n as the starting point and from the perspective of consumer psychological perception.Using field surveys and online surveys,and the surveys were carried out in the urban areas,county towns,townships and rural areas of six provinces(cities),such as Guangdong Province and Beijing(high-income areas),Heilongjiang Province and Hebei Province(middle-income areas),Sichuan Province and Gansu Province(low-income areas).Because of the differences in research objects of experience mechanism,reputation mechanism and supervision mechanism,this study designed the corresponding questionnaires according to the characteristics of the research objects and the formative mechanism of domestic infant milk powder safety trust under the three mechanisms.443 research samples were obtained under experience mechanism,685 research samples were obtained under reputation mechanism and supervision mechanism.Based on the statistical analysis of the survey data to understand the basic situation,the structural equation model was used to verify the results that the mechanism of the effect of domestic infant milk powder safety information on infant milk powder safety trust under the experience mechanism,reputation mechanism and supervision mechanism,as well as the influence of consumer characteristics such as psychological characteristics of consumer processing information and consumer demographic characteristics on the formation of safety trust mechanism.This research draws the following main conclusions through empirical research:In the empirical results of the formative mechanism of domestic infant milk powder safety trust under the experience mechanism,product quality,service quality and corporate image have a significant positive impact on the formation of domestic i nfant milk powder safety trust,and the degree of promoting trust formation is ranked from the largest to the smallest,in order of product quality,corporate image and service quality.Product price can not promote the formation of domestic infant milk powder safety trust significantly.Secondly,the psychological characteristics of consumer processing information(consumer involvement,emotional/ cognitive system)and consumer demographics(urban and rural,cultural level)play a regulatory role in the formation of domestic infant milk powder safety trust under the experience mechanism.The perceptions of product quality derived from high-involved,rational,urban and highly educated consumers have a greater impact on the formation of safety trust;the perceptions of quality of service and corporate image derived from low-involved,perceptual and low-education consumers have a greater impact on the formation of safety trust.In the empirical results of the formative mechanism of domestic infant milk powder safety trust under the reputation mechanism,the reputation information transmitted by relatives and friends has a stronger effect on the formation of domestic infant milk powder safety trust than the media.The pursuit of ‘news effect' in the media and negative word-of-mouth have a significant negative impact on the formation of domestic infant milk powder safety trust,and the negative word-of-mouth has a greater impact on the formation of domestic infant milk powder safety trust.Reputation quality,positive word of mouth and the intensity of relationship have a significant positive impact on the formation of domestic infant milk powder safety trust,and the degree of promoting trust formation is ranked from the largest to the smallest,in order of reputation quality,the intensity of relationship and positive word of mouth.The media publicity publicity effect can not promote the formation of domestic infant milk powder safety trust significantly.Secondly,the psychological characteristics of consumer pr ocessing information(consumer involvement,emotional/cognitive systems)and consumer demographics(urban and rural,cultural level)play a regulatory role in the formation of domestic infant milk powder safety trust under the reputation mechanism.The perceptions of word-of-mouth quality derived from the high-involved group,rational group,urban group and high-education group consumers have a stronger impact on the formation of safety trust;the perceptions of the pursuit of ‘news effect' in the media,positive word of mouth,negative word-of-mouth and the intensity of relationship derived from low-involved group,perceptual group,rural group and low-education group consumers have a greater impact on the formation of safety trust.In the empirical results of the formative mechanism of domestic infant milk powder safety trust under the regulatory mechanism,the soundness of policies and regulations,transparency of government regulatory information,government supervision and media supervision have a significant positive impact on the formation of domestic infant milk powder safety trust,and and the degree of promoting trust formation is ranked from the largest to the smallest,in order of the government supervision,media supervision,government regulatory information transparency and the soundness of policies and regulations;the supervision role of industry associations can not promote the formation of domestic infant milk powder safety trust significantly.Secondly,the psychological characteristics of consumer processing information(consumer involvement,emotional/cognitive systems)and consumer demographics(urban and rural,cultural level)play a regulatory role in the formation of domestic infant milk powder safety trust under the regulatory mechanism.The perceptions of the soundness of policies and regulations,transparency of government regulatory information and government regulation derived from high-involvement,rational,urban and high-education groups consumers have a greater impact on the formation of safety trust;The perceptions of the media surveillance role derived from low involvement groups,perceptual groups,rural areas consumers have a greater impact on the formation of safety trust.Based on the above empirical analysis and research conclusions,this paper proposes a diversified governance subject,overall goal and basic principles for improving the safety index of domestic infant milk powder and proposes to improve domestic production.Suggestions for the infant milk powder safety trust index,from the aspects of improving experience mechanism,reputation mechanism and supervision mechanism.In terms of improving the experience mechanism,it will mainly start to improve the quality level of domestic infant milk powder,vigorously carry out transparent experience activities,strengthen the popularization of infant milk powder safety knowledge,and provide differentiated products and service experiences.In terms of improving the reputation mechanism,it will mainly start to improve the safety and public opinion guidance mechanism for domestic infant milk powder,strengthen the objective and objective publicity of domestic infant milk powder,establish a domestic infant milk powder safety trust assessment and early warning system,and stre ngthen the word-of-mouth marketing of domestic infant milk powder safety.In terms of improving the supervision mechanism,it will mainly start to construct the red line of government supervision,give the full play of the role of media supervision,and strengthen the supervision role of industry associations.