The influence on the self-deprecation acts of entrepreneurs after business failure on the enterprise evaluation of consumers and its mechanism
Self-deprecation is an effective strategy for entrepreneurs to re-shape their images and improve the evaluation of consumers after their business failure.According to the theory of associative network,consum-ers will have the perception of resilience on the entrepreneur,and further express their positive comments on the enterprise if he or she has the self-deprecation acts after business failure.This effect has been verified in the experimental investigation with secondhand data.A paradigm of boundary effect has also been discovered between consumers and enterprises.Specifically,the consumers will see the persistence and dedication of entrepreneurs in their communal relationship,which helps form their perception of resilience on the entrepre-neurs to make positive comments.However,this effect is insignificant in the transaction relationship between consumers and entrepreneurs.This study provides managerial inspirations for the entrepreneurs to win the support of consumers again after the business failure.
NETL
NSTL
万方数据
维普
