摘要
本文研究了企业家道德行为与消费者联想及行为意向之间的关系。从差序格局的文化视角,将企业家道德行为划分为公德行为和私德行为,以五伦人际关系作为两种道德行为区分的边界。通过情景实验的方法,检查了消费者对企业家公德和私德行为的联想,及消费者反应。结果发现:在企业联想方面,受差序格局文化因素的影响,消费者对企业家公德行为产生企业社会责任联想,而对企业家私德行为产生企业生产能力联想;在购买意愿方面,企业家私德行为能够显著促升消费者购买意愿,然而企业家公德行为需在提供产品质量线索的情况下,才能起到促升消费者购买意愿的作用。
In this paper, we have studied the relationship between entrepreneur's morality behavior(EMB), consumer's mental association, and their behavior intention. From the cultural aspect of the differential mode of association, we have decided EMS into the public behavior and private behavior, and used 5 human relationships of 5generations as the border of the differentiation of the two morality behaviors. By the use of the method of a situation experiment, we have examined consumer's mental association with entrepreneur's public morality(EPM) and their private morality(TPM) and examined consumer's reaction. By the results, we have discovered that, in the aspect of firm's association, influenced by the factor of the culture of the pattern of the wrong sequence, the consumers have produced the mental association with firm's social responsibility, but TPM has produced mental association with firm's ability of production, and that,in the aspect of the willingness of purchase, TPM can noticeably promote consumer's willingness of purchase, however, EPM can have the effect of increasing consumer's purchase willingness only when EPM must provide the clue of the product quality.
出处
《管理世界》
CSSCI
北大核心
2015年第4期103-111,125,共10页
Journal of Management World
基金
国家自然科学基金(71402002
71172207)
北京市教委社科面上项目(SM201410009003)的资助
北方工业大学科研启动基金
