Jingjing Huang, Ruoyu Yu, Shengxiong Wen, Zelin Tong, Nan Zhou
{"title":"企业家道德行为非均衡对企业家形象评价影响的研究","authors":"Jingjing Huang, Ruoyu Yu, Shengxiong Wen, Zelin Tong, Nan Zhou","doi":"10.1108/jcmars-03-2022-0004","DOIUrl":null,"url":null,"abstract":"PurposeIt is unattainable that entrepreneurs engage equivalent resources in public and private morality because of the limitation of resources. This study aims to conduct experiments to test how entrepreneurial deviation in morality affects legitimacy perception of consumers to entrepreneurs.Design/methodology/approachThis study conducted secondary data analysis and experiment to test how entrepreneurial deviation in morality affects legitimacy perception of consumers to entrepreneurs.FindingsThe experimental results show that entrepreneurial deviation in morality negatively affects legitimacy perceptions of consumers to entrepreneurs. Specifically, when public moral is higher than private moral, consumers have negative perceptions of pragmatic legitimacy to entrepreneurs, because consumers perceive deviation behaviors disobey the norm “Li”. However, entrepreneurial private morality excels public morality, consumers have negative perceptions of social legitimacy to entrepreneurs because consumers perceive deviation behaviors disobey the norm “Qing”. Moreover, the authors examined entrepreneurial values moderate the effects of moral deviation and legitimacy perceptions.Originality/valueThis study expands the ethical marketing of entrepreneurs from the perspective of the deviation between public morality and private morality.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"A study to explore the impact of entrepreneur’s nonequilibrium of moral behavior on entrepreneur’s image evaluation\",\"authors\":\"Jingjing Huang, Ruoyu Yu, Shengxiong Wen, Zelin Tong, Nan Zhou\",\"doi\":\"10.1108/jcmars-03-2022-0004\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"PurposeIt is unattainable that entrepreneurs engage equivalent resources in public and private morality because of the limitation of resources. This study aims to conduct experiments to test how entrepreneurial deviation in morality affects legitimacy perception of consumers to entrepreneurs.Design/methodology/approachThis study conducted secondary data analysis and experiment to test how entrepreneurial deviation in morality affects legitimacy perception of consumers to entrepreneurs.FindingsThe experimental results show that entrepreneurial deviation in morality negatively affects legitimacy perceptions of consumers to entrepreneurs. Specifically, when public moral is higher than private moral, consumers have negative perceptions of pragmatic legitimacy to entrepreneurs, because consumers perceive deviation behaviors disobey the norm “Li”. However, entrepreneurial private morality excels public morality, consumers have negative perceptions of social legitimacy to entrepreneurs because consumers perceive deviation behaviors disobey the norm “Qing”. Moreover, the authors examined entrepreneurial values moderate the effects of moral deviation and legitimacy perceptions.Originality/valueThis study expands the ethical marketing of entrepreneurs from the perspective of the deviation between public morality and private morality.\",\"PeriodicalId\":333619,\"journal\":{\"name\":\"Journal of Contemporary Marketing Science\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-04-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Contemporary Marketing Science\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jcmars-03-2022-0004\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Contemporary Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcmars-03-2022-0004","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
A study to explore the impact of entrepreneur’s nonequilibrium of moral behavior on entrepreneur’s image evaluation
PurposeIt is unattainable that entrepreneurs engage equivalent resources in public and private morality because of the limitation of resources. This study aims to conduct experiments to test how entrepreneurial deviation in morality affects legitimacy perception of consumers to entrepreneurs.Design/methodology/approachThis study conducted secondary data analysis and experiment to test how entrepreneurial deviation in morality affects legitimacy perception of consumers to entrepreneurs.FindingsThe experimental results show that entrepreneurial deviation in morality negatively affects legitimacy perceptions of consumers to entrepreneurs. Specifically, when public moral is higher than private moral, consumers have negative perceptions of pragmatic legitimacy to entrepreneurs, because consumers perceive deviation behaviors disobey the norm “Li”. However, entrepreneurial private morality excels public morality, consumers have negative perceptions of social legitimacy to entrepreneurs because consumers perceive deviation behaviors disobey the norm “Qing”. Moreover, the authors examined entrepreneurial values moderate the effects of moral deviation and legitimacy perceptions.Originality/valueThis study expands the ethical marketing of entrepreneurs from the perspective of the deviation between public morality and private morality.