多学科视角下的企业家口碑的形成机理研究

Entrepreneur's Word of Mouth:Connotation,Formative Mechanism and Research Prospect

企业家作为社会的精英群体,其言行一直是社会关注的焦点。通过文献回顾和理论阐述,界定了企业家口碑的涵义,并从多学科角度阐明了企业家口碑的形成机理。本研究认为,企业家卓越的"经济人"功能是企业家口碑形成的理性机制;利他行为的"社会人"功能催生了企业家口碑;企业家口碑是企业家自我实现的需要;消费者的选择性注意是企业家口碑形成的重要心理机制。

Entrepreneurs consist of one part of social elite group whose words and behaviorsare focused by the public. By literature review and theoretical analysis,this research defined theconcept of entrepreneurs' word of mouth and explicated its connotation. In addition, based on theperspectives of economics, sociology, management and consumers' behavior, this research ana-lyzed the formative mechanism of entrepreneurs' word of mouth. Finally,it also discussed the fu-ture research of the theory of entrepreneurs' word of mouth.