对柑橘大实蝇短信事件中消费心理与消费行为的实证研究

2008年10月，一条内容为“四川广元柑橘染上蛆状病虫”的手机短信引起了人们对柑橘消费的恐慌心理。为了查明消费者真实心理反应及对消费行为的影响，本文采取问卷调查、访谈调查和统计分析的方法进行实证研究，结果表明：1．大多数消费者并无购买感染大实蝇柑橘的经验；2．农村消费者的心理成本要明显低于城镇消费者；3．通过单一降价策略降低消费成本难以奏效；4．大多数消费者对柑橘市场仍然充满信心。针对分析结果，文章提出以下对策：1．采取冷处理，淡化心理感受；2．采取多种营销策略；3．推进柑橘的品牌建设；4．加强对各种传播媒体的管理。

Empirical Study on Mobile Phone Message Incident about Citrus Bactrocera Minax,Consumer Psychology and Consumer Behavior

In October 2008,a mobile phone message that citrus of Guangyuan,Sichuan Province was infected by Maggot-like worms caused the consumer's panic about citrus consumption.In order to find out the real psychological response by consumers and the impact on consumer behavior,this paper makes an empirical study through questionnaire,interview and statistics.The results showed that first most consumers didn't have the experiences of buying citrus infected by bactrocer minax;second,psychological cost of rural consum...