Hao Na, Zhang Yi, Zheng Qiujie, Wetzstein Michael
School of Economics, Beijing Technology and Business University, Beijing, 100084, China.
School of Economics, Guizhou University, Guiyang, 550025, China.
NPJ Sci Food. 2022 Apr 22;6(1):24. doi: 10.1038/s41538-022-00139-1.
Food recall is a major ingredient in food safety with existing literature focusing mainly on its direct impacts. Few studies focus on possible spillover effects. It is hypothesized that food recalls have a spillover effect on the recalled brand and purchase channel. As a test of this hypothesis, a 2-purchase channel by 3-recall strategy scenario experiment was conducted on spillover effects of a milk recall in Beijing, China. The results indicate that food-safety scares have significant negative impacts on consumers' purchase intention on the recalled brand and purchase channel, and the impacts are more significant for online than offline marketing. However, voluntary recalls by online firms help mitigate these negative effects and restore consumers' purchase intention more than offline voluntary recalls. An online food incident creates an issue of trust toward general online platforms. Online vendors should take greater care in guaranteeing food safety and actively take restorative actions such as voluntary recalls after a food safety incident. Results provide empirical evidence for industry organizations and governments to stipulate a strict food safety and incident resolution system for e-commerce.
食品召回是食品安全的一个主要因素，现有文献主要关注其直接影响。很少有研究关注可能的溢出效应。据推测，食品召回会对被召回品牌和购买渠道产生溢出效应。作为对这一假设的检验，在中国北京进行了一项关于牛奶召回溢出效应的两购买渠道乘三召回策略情景实验。结果表明，食品安全恐慌对消费者对被召回品牌和购买渠道的购买意愿有显著负面影响，且对线上营销的影响比对线下营销的影响更大。然而，在线企业的自愿召回比线下自愿召回更有助于减轻这些负面影响并恢复消费者的购买意愿。一起线上食品事件引发了对一般在线平台的信任问题。在线供应商应更加谨慎地保障食品安全，并在食品安全事件发生后积极采取恢复行动，如自愿召回。研究结果为行业组织和政府制定严格的电子商务食品安全和事件解决系统提供了实证依据。
