食品安全丑闻报道与市场需求结构反应

摘要从媒体报道视角,采用QUAIDS模型研究主流媒体对猪肉食品安全事件的丑闻报道所引发的肉类需求结构变化,补充了该领域中来自中国的经验证据。研究表明:食品安全丑闻报道是引致中国肉类需求结构调整的重要诱因,国内媒体对猪肉食品安全事件的高频曝光度对猪肉市场需求产生了“一损俱损”的传染效应,对鸡肉市场需求产生了“因祸得福”的竞争效应,对牛羊肉市场需求没有显著影响。食品安全丑闻信息的反复刺激会改变消费者偏好的习惯性,促使消费者将猪肉需求主要向鸡肉消费转移。进一步研究发现,虽然当前媒体对猪肉食品安全问题的关注度较之前有所下降,但消费者对食品安全丑闻曝光率的需求反应并没有因媒体关注度的下降而表现出“脱敏”现象。本研究对于增进食品安全事件下肉类消费结构转变规律的理解及相关政策制定具有重要意义。

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关键词：食品安全丑闻媒体报道竞争效应传染效应

Abstract： This paper uses the QUAIDS model to study the structural response of meat demand triggered by scandals of pork food safety reported by the mainstream media, which supplements empirical evidence from China in this field. The results show that food scandal report is an important incentive for China’s meat consumption structure adjustment. In recent years, the highly frequent exposure of pork food safety incidents from the mainstream media has had a negative contagion effect on the pork demand market, which has positively affected the chicken demand market. The competitive effect has no significant impact on the market demand for beef and mutton. It shows that when pork food safety incidents are frequently exposed, repeated scandal information stimuli will change the habit of consumer preferences, shift pork consumption mainly to chicken.Further research finds that although the current media has veered its wheels from pork food safety issues, consumers’ demand for food scandal exposure has not shown a “desensitization” feature.This paper is of great significance for understanding the changes in the rules of consumer meat consumption structure under food safety incidents, and the formulation of related policies.

Keywords： Food Scandal Media Reports Competitive Effects Contagion Effects

收稿日期 2018-11-30; 接受日期 ;

基金资助:国家自然科学基金项目(71573257);现代农业产业技术体系北京市生猪产业项目(BAIC02)

通讯作者 韩青(1972— ),女,山东聊城人,博士,教授,博士生导师,主要从事食品安全管理研究

作者简介: 文洪星(1988— ),男,湖南衡阳人,博士,主要从事食品安全与消费研究;通讯作者:韩青(1972— ),女,山东聊城人,博士,教授,博士生导师,主要从事食品安全管理研究;芦千文(1989— ),男,山东菏泽人,博士,助理研究员,主要从事农业经济政策研究。

引用本文:

文洪星, 韩青, 芦千文.食品安全丑闻报道与市场需求结构反应[J]. 经济经纬, 2019,6: 133-140

WEN Hong-xing, HAN Qing, LU Qian-wen.Food Scandal Report and Market Structure Response[J] Economic Survey, 2019,V36(6): 133-140

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2019/V36/I6/133

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