基于食品安全事件异质性的信息扩散过程研究

针对企业在食品安全事件中承担的责任不同,研究不同类型食品安全事件下的信息扩散过程,对政府和企业的食品安全应急管理和风险信息交流具有重要意义.本文首先构建了食品安全信息扩散的修正Bass模型,分析可辩解型食品安全事件下的负面信息扩散过程;然后,运用改进的社会影响模型分析了不可辩解型食品安全事件下的负面信息扩散过程;最后,运用顶新"馊水油"视频事件的互联网搜索数据进行实证分析.研究表明,可辩解型食品安全危机中的信息扩散达到动态稳定状态时,信任与不信任的消费者比例与正负信息的相互渗透率有关.在不可辩解型食品安全危机中,消费者对负面信息的免疫力越弱,越容易对食品企业和政府行为产生不信任,并改变消费决策,信息扩散速率和临界值的分布影响动态均衡的实现过程.

The diffusion process of food safety information based on heterogeneity of food safety incidents

It is of importance to understand the food safety information diffusion process of different types of food safety events in terms of different corporate responsibility in the event of food safety for food safety emergency management and risk communication. This study first built the modified bass diffusion model to analyze the negative information dissemination diffusion process under defensible food safety events. The negative information diffusion process under defensible food safety events was then analyzed using the modified social influencing model. Finally, an empirical analysis of the event of "sour water oil" video was made using the internet search data. Results of this study show that, under defensible food safety crises, the proportion of consumer who trust and distrust government and enterprizes is closely related to mutual penetration rate of positive and negative information when dynamic information diffusion reached a steady state. However, in the unjustifiable type food safety crisis, the weaker the consumer is immune to negative information, the easier she/he will be to distrust the behavior of food enterprizes and government, which results in a change in consumers' behavior. Moreover, the rate of information diffusion and the distribution of the critical values have an important impact on the process of dynamic equilibrium.