消费者对企业家形象的评价哪种情况更差:“无能”还是“无德”?

Which Is the Lower Consumer Evaluation on Entrepreneur's Image:Incompetence or Immorality?

本文旨在探究不同形象特质企业家在遭遇能力型和道德型负面曝光事件时,消费者对其形象的评价是否有差异。研究结果发现:当企业家形象特质是专业型时,企业家遭遇能力型负面曝光事件和道德型负面曝光事件,消费者对其形象的评价没有显著差异;当企业家的形象特质是可靠型和吸引力型时,相对于遭遇能力型负面曝光事件,企业家遭遇道德型负面曝光事件时消费者对其形象的评价更差。

This paper explores the interactive effects of negative exposure events and image traits of an entrepreneur on consumer perception of his /her image. To clarify the internal influence mechanism with evidence from literature of previous studies,we divide negative exposure events of entrepreneurs into the two types of incompetence and immorality,and entrepreneur's image traits into the three types of expertise,trustworthiness and attractiveness. The results of the experimental study indicate that for an entrepreneur with 'expertise'type of image traits,the difference of consumer's evaluation on the entrepreneur's image is not significant when he /she encounters incompetence type of negative exposure or immorality type of negative exposure; for an entrepreneur with'trustworthiness'or'attractiveness'type of image traits,consumer's evaluation on the entrepreneur's image will be significantly lower when the entrepreneur encounters immorality type of negative exposure than when he /she encounters incompetence type of negative exposure.