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本文基于消费者的视角,通过三个实验,探究企业家负面曝光事件的影响以及采取应对策略后的效果。为厘清其内在影响机制,通过文献资料的分析并结合本土文化,本文将企业家的负面曝光事件分为两种:能力负面曝光事件和道德负面曝光事件。实验一的结果表明:相比于能力负面曝光,当企业家遭遇道德负面曝光时,消费者对企业家形象的评价会更低。实验二的结果表明:企业家遭遇能力负面曝光后,就减少消费者对企业家的负面评价效果而言,和解策略优于辩解策略;企业家遭遇道德负面事件曝光后,就减少消费者对企业家的负面评价效果而言,辩解策略优于和解策略。实验三通过对不同形象特质的企业家进行分析,进一步证实了不论是专业性企业家,还是可靠性企业家,在遭遇能力或道德的负面曝光事件时,实验二的结果同样适用,只是效果有所差异。
Based on the consumer’s perspective, this article explores the impact of negative exposure by entrepreneurs and the effect of coping strategies through three experiments. In order to clarify its internal influence mechanism, through analyzing the literature and combining with the local culture, this article divides the negative exposure events of entrepreneurs into two types: the ability negative exposure event and the negative moral exposure event. The result of experiment one shows that compared with the negative exposure of the ability, when the entrepreneur encounters negative moral exposure, the evaluation of the image of the entrepreneur is lower. The result of experiment two shows that after negative exposure of entrepreneurial ability, the strategy of reconciliation is superior to excuse tactics in reducing the negative effect of consumers on entrepreneurship. After the exposure of ethical negative events to entrepreneurs, the consumer-to-business In terms of the negative effect of home evaluation, the justification strategy is superior to the reconciliation strategy. In the third experiment, the analysis of entrepreneurs with different image qualities further confirms that the results of the second experiment are equally applicable to both experienced and ethical negative exposure events, whether they are professional entrepreneurs or reliable entrepreneurs, Differences.