The impact of the corporate heroic behavior and information source on the consumer evaluation of the corporate and its working mechanism
The corporate heroic behavior shows that an enterprise can sacrifice itself for the public interest in society.When the enterprise shows the heroic behavior,it is supposed to win the support from the consumers,and probably incurs their doubts in reality though.From the perspective of information communication,this paper indicates that the enterprise should guarantee the match of its heroic behaviors(high degree vs.low degree)with the infor-mation sources(enterprise source vs.neutral source)in the process of communication,so as to reduce the doubts from the consumers and improve the consumer evaluation for its heroic behavior.As two scenario experiments show,the neutral information source positively improves the consumer evaluation for the high degree of corporate heroic behavior;however,neither information sources show any significant difference in the consumer evaluation for the low degree of corporate heroic behavior.The consumer trust plays a mediating role in the above-mentioned relations,which is also true of the history of corporate heroic behavior.For the high degree of corporate heroic behavior,the neutral information source that is adopted by the enterprise is more positive for the consumer evaluation with the history of short-term heroic behavior;but either the neutral information source or the enterprise source leads to the positive evaluation among the consumers with the history of long-term heroic behavior.This paper not only enriches relevant research of corporate heroic behavior but also provides the practical enlightenment for the information communication of this behavior.
corporate heroic behaviorinformation sourceconsumer trusthistory of corporate heroic behaviorconsumer evaluation of enterprise
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