企业家负面行为对企业形象的影响机制研究 ——以消费者心理推理策略为中介

doi:10.3969/j.issn.0253-2778.2020.02.015

中国科学技术大学学报 ›› 2020, Vol. 50 ›› Issue (2): 197-207.DOI: 10.3969/j.issn.0253-2778.2020.02.015

企业家负面行为对企业形象的影响机制研究 ——以消费者心理推理策略为中介

张圣亮，夏凤艳，李小东

1.中国科学技术大学管理学院,安徽合肥 230026；2.安徽工程大学管理工程学院,安徽芜湖 241000

收稿日期:2018-12-15 修回日期:2019-09-12 接受日期:2019-09-12 出版日期:2020-02-28 发布日期:2019-09-12
通讯作者: 李小东
作者简介:张圣亮，男，1964年生，博士/副教授.研究方向：市场营销，服务营销，品牌经营与管理. E-mail: shlzh@ustc.edu.cn
基金资助:
国家自然科学基金（71701002）资助.

Influence of entrepreneurs’ negative behavior on corporate image: Mediated by consumer psychological reasoning strategies

ZHANG Shengliang, XIA Fengyan, LI Xiaodong

1.School of Management, University of Science and Technology of China, Hefei 230026,China; 2.School of Management and Engineering, Anhui Polytechnic University, Wuhu 24100,China

Received:2018-12-15 Revised:2019-09-12 Accepted:2019-09-12 Online:2020-02-28 Published:2019-09-12

摘要/Abstract

摘要： 基于消费者心理推理策略提出了企业家负面行为与企业形象之间的中介机制.通过将企业家负面行为分为违法行为和违情行为，探讨其在消费者三种心理推理策略（合理化、分离化和结合化）下对企业形象的具体影响.采用情景模拟与调查问卷的方法收集数据，对564个样本数据进行分析.结果表明：消费者心理推理策略中的消费者推理分离化和消费者推理结合化，对企业家负面行为严重程度与企业形象之间的关系中起到了部分中介作用；企业家负面行为的类型对企业家负面行为严重程度与消费者心理推理策略之间的关系有调节作用.

关键词: 企业家负面行为, 消费者心理推理策略, 企业形象

Abstract: A mediation mechanism of consumer psychological reasoning strategies was proposed, which elucidate the influence of entrepreneurs’ negative behavior on corporate image. The negative behavior was classified as feeling-hurting behavior and law-violating behavior, and their influences were presented under the mediation paths of three kinds of consumer psychological reasoning strategies (separation, rationalization, and combination). Through the scenario simulation and questionnaire, 564 samples were collected for analysis. The results show that separation and combination play a partial mediating role in the relationship between severity of the negative behavior of entrepreneurs and corporate image. Meanwhile, the type of the negative behavior has moderate effects on the relationships between severity of negative behavior and the psychological reasoning strategies.

Key words: negative entrepreneur behavior, consumer psychological reasoning strategy, corporate image

中图分类号:

F270

张圣亮，夏凤艳，李小东. 企业家负面行为对企业形象的影响机制研究 ——以消费者心理推理策略为中介[J]. 中国科学技术大学学报, 2020, 50(2): 197-207.

ZHANG Shengliang, XIA Fengyan, LI Xiaodong. Influence of entrepreneurs’ negative behavior on corporate image: Mediated by consumer psychological reasoning strategies[J]. Journal of University of Science and Technology of China, 2020, 50(2): 197-207.

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企业家负面行为对企业形象的影响机制研究 ——以消费者心理推理策略为中介

Influence of entrepreneurs’ negative behavior on corporate image: Mediated by consumer psychological reasoning strategies

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