农产品伤害危机的品类网络溢出效应分析 基于三个实验结果的考察 李蒙蒙, 青平, 肖邦明

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1 ( ) Journal of Hunan Agricultural University (Social Sciences), Dec. 2017, 18(6): DOI: /j.cnki.jhau(ss) 农产品伤害危机的品类网络溢出效应分析 基于三个实验结果的考察 李蒙蒙, 青平, 肖邦明 ( ) 摘 要 416 SPSS22.0 T T 关键 词 中图分类号 F324.9 文献标志码 :A 文章编号 : (2017) The network spillover effect of the category of agricultural products injury crisis: Based on three experimental results LI Mengmeng, QING Ping, XIAO Bangming (School of Economic and Management, Huazhong Agricultural University, Wuhan , China) Abstract: From the localization perspective, we divide the agricultural product harm crisis into morality-breaking harm crisis and law-breaking harm crisis. Based on 416 consumers experimental data, the methods such as paired sample T test, independent sample T test and ANOVA equipped with SPSS22.0 are applied to investigate the difference of network spillover effect caused by different agricultural products harm crisis as well as the moderating role of social distance and pro-social tendency. The results reveal that morality-breaking crisis will lead to stronger category network spillover effect compared with law-breaking agricultural products harm crisis, and social distance as well as pro-social tendency will play a moderating role. Specifically, closer social distance or higher the pro-social tendency will contribute to greater difference between the category network spillover caused by the law-breaking and morality-breaking agricultural product harm crisis individually. Keywords: agricultural product harm crisis; network spillover effect; social distance; pro-social tendency; experiment 一 问题的提出 [1] 收稿日期 基金项目 ( ) 作者简介 (1993 ) [2] 2008

2 [3] - [4] [5] [6] [7]367 [8] [9] [10] - [11] [12] [13] [14-15] [16] [17-18] Borah [19] 二 理论分析与研究假设 1 [20-21] [22]97 [6]

3 28 ( ) [23]59 [24] [25] [23] [26] 3

4 VS. VS. VS. 图 1 农产品伤害危机的网络溢出效应模型框架 三 实验方法及实施过程 VS. 1 ( ) ( ) T T T T T p 0.05 T F p 0.05 T

5 30 ( ) (p 0.05) (p 0.05) ( p ) T [19] [22] ( VS. ) 2( VS. )

6 ( VS. ) 2( VS. ) % Carlo 四 实验结果分析 1. T (M=4.24,SD=0.62) (M=3.93 SD=1.08) (t(138)=2.09 P<0.05) (M=3.43 SD=0.93) (M=4.62 SD=0.65) (t(138)=-8.71 P<0.01) [19]368 ( ) T (M=-1.30,SD=0.99) (M=-0.15,SD=0.70 t(138)=-7.83 P<0.01) 1 2. T (M=4.16,SD=0.64) (M=3.76 SD=1.11) (t(134)=2.562 P<0.05) (M=3.63 SD=1.13) (M=4.44 SD=0.72) (t(134)=-4.97 P<0.01) (M=4.00 SD=0.67) (M=3.29 SD=1.01) (t(134)=4.81,p<0.01)

7 32 ( ) ( ) 2( VS ) 2( VS ) (F(1,132)=26.37 P<0.01) (M=-1.26,SD=0.99) (M=-0.14,SD=0.68;t(66)=-5.42,P<0.01) (M=-0.14,SD=0.57) (M=-0.45 SD=0.91 t(66)=1.65,p>0.05) 2 3. T (M=4.32,SD=0.55) (M=3.94 SD=1.08) (t(138)=2.64 P<0.01) (M=3.67 SD=1.21) (M=4.54 SD=0.89) (t(138)=-4.87 P<0.01) ( ) 2( VS ) 2( VS ) (F(1,136)=4.33 P<0.05) (M=-1.32 SD=0.81) (M=-0.70 SD=0.80 t(66)=-3.11 P<0.01) (M=-0.55 SD=0.46) (M=-0.42 SD=0.61 t(70)=-0.99 P>0.05) 3 五 结论及启示 参考文献 : [1] Siomkos G J Kurzbard G The hidden crisis in product-harm crisis management [J] European Journal of Marketing (2) [2] Ahluwalia R Burnkrant R E Unnava H R Consumer response to negative publicity the moderating role of commitment [J] Journal of Marketing Research (2) [3] Collins A M Loftus E F A spreading-activation theory of semantic processing[j] Readings in Cognitive Science (6) [4] Feldman Jack M, Lynch John G Self-Generated Validity and Other Effects of Measurement on Belief Attitude

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