【摘 要】
：
these years,agricultural product harm crisis have happened frequently.At the same time,the online spreading misbehavior aggravate the agricultural product harm crisiss upgrading.This paper aims to inv
【机 构】
：
Economics and Management College,Huazhong Agricultural University,Wuhan 430070
【出 处】
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The 1st International Academic Conference for Graduate Stude
论文部分内容阅读
these years,agricultural product harm crisis have happened frequently.At the same time,the online spreading misbehavior aggravate the agricultural product harm crisiss upgrading.This paper aims to investigate the mechanism of online spreading misbehavior against the agricultural product harm crisis in China.The present study constructs a model from the prospect of brand recognition,corporate behavior cognition,harm crisis information recognition.Results of the article include five aspects.Firstly,consumers previous brand recognition positively relate to the online spreading misbehavior.Second,the deviation between consumers moral judgment and corporate behavior positively relate to the online spreading misbehavior.Third,perceived similarity of negative appraisement positively related to the online spreading misbehavior.Fourth,anger play a mediation role between the relationship in the mechanism of the online spreading misbehavior.Finally,reliability of information source can moderate the formation of anger.
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