企业家道德行为对消费者购买意愿的权变影响  

A Contingency Effect of Morality of Entrepreneur on Consumer's Purchasing Intention

作　　者：高晓路[1] 童泽林[2] 王新刚[3] 闫梦[2] 

机构地区：[1]武汉大学经济与管理学院 [2]北方工业大学经济管理学院 [3]中南财经政法大学工商管理学院

出　　处：《中国人力资源开发》2016年第3期28-34,共7页Human Resources Development of China

基　　金：国家自然科学基金(项目批准号:71172207,71202179,71402002,71572193);北京市教委社科面上项目(SM201410009003);北方工业大学科研启动基金资助

摘　　要：本文根据企业家道德行为特征,将其划分为公德和私德行为,具体探讨了企业家公德和私德行为对消费者购买意愿的影响。实验研究结果表明,品牌知名度是调节企业家公德和私德行为影响消费者购买意愿的边界条件。在高品牌知名度的情况下,企业家公德和私德对消费者购买意愿影响不显著。在低品牌知名度的情况下,企业家公德和私德行为对消费者购买意愿具有显著影响;在此情况下,再结合产品类型来看,企业家公德行为有助于促进改进型产品的购买意愿,企业家私德行为更有助于促进全新型产品的购买意愿。Based on acquisition relationship theory in social literature, entrepreneur＇ s moral behavior can be classified into public morality and private morality. This paper assumed entrepreneur＇ s moral behaviors would influence consumer＇ s willing to buy. Specifically, when the brand awareness was low, entrepreneurs＇ public morality was more likely to drive consumers to buy ineremental innovation products, and entrepreneurs＇ private morality was more likely to drive consumers to buy radical innovation products. However, when the brand awareness was high, the effeet of entrepreneur＇ s moral behavior was not significant.

关 键 词：企业家 公德 私德 购买意愿 

分 类 号：F272.91[经济管理—企业管理]