The Effect Of Moral Behavior Of Entrepreneur Leaders On New Product Purchase Intention

The company leaders were considered a key factor to process purchasingintention of new production. Some papers proved: the leaders of entrepreneurs madeinflunces to new production inderectedly thorough rescources allotion, rebuildingprecession of development, employees’ management and so on. However, how shouldthe moral behaviors of company leaders to enhance the purchasing intention of newproduction? The answer is unknown. At present, neither the wealth of practicalexperiences to provide company leaders demonstrations, nor lack of theoreticalguidances.In fact, company leaders were the focus of the public. They believed thatcompany leaders were the endorsers of the companies. When consumers were buyingthe new productions, they were lack of knowledge of new productions and wouldproberly made purchasing decision by associating the company leaders. Inadditionally, the moral behaviors of company leaders were focuses of the presses. Sofrom the perspective of constomers, this paper would study the impact of public/private moral behaviors of company leaders on new production buying.Based on the associative learning theory and accessibility-diagnosticity model,the paper would integrate moral behaviors, association of companies, brand awarenessof new production, innovative character of new production and purchasing intentionof new prudction into an analytical framework. In the ramework, the public/praviatemoral behaviors were the independed variables, and the important task was thatexaming the influences of moral behaviors on the purchasing intention of newproduction. In addition, the research also found that brand awareness was theboundary of the effection of moral behaviors of company leaders. Last but not leastimportant, the research also explorded the functions of public/praviate moralbehaviors to different kinds of new productsIn tow experiments, the paper showed that the public/praviate behaviors ofcompany leaders processed the new products buying significantly. However, theboundary of this effection was brand awareness of new prudoction. Only was the brand awareness low, the effection was active. When the brand awareness was low,the innovative characters should make different influences for new production buying.The public moral behaviors of company leaders were useful to buy incrementally newproducts, but the private moral behaviors of company leaders were useful to buyreally new products.This paper was divided into four major parts: introduction, literature review,research framework and empirical study, the overall discussion. Amony them, the firstchapter was the introduction, it mainly introduced the study issue, the significance oftopics, frameworks and methods. Part of literature review was including the second,third and forth chapter, mainly sorting out the literature about the influences ofcompany leaders on purchasing intention of new products, the public/pravitebehavior, the innovation of new products. Part of research framework and empiricalstudy was consited of the fivth, sixth and seventh chapter。In the fivth chapter, basedon the associative learning theory and accessibility-diagnosticity model, thehypothises were devolped. The sixth chapter was used to exam the effection of thepublic/pravite moral behaviors and the mechanism of the effection. The seventhchapter was used to exam the boundary condition of brand awareness and moderationeffects of innovative characters. The eighth chapter was about the overall discussion.Bansed on the previous research paper, the conclusions and managerial implications,the limitations and future research directions were discussed.Summary of each chapter was as follows:ChapterⅠmainly described the study problem, research motivation, andsignificance of the topic. Generally speaking, company leaders affected the newproduction performance significantly. But did the moral behaviors of company leadersto affect buyin new products? The past scholars minly took the leaders as managers,from the inside perspective, studied the indirected effection of them. They ignored thecompany leader also could be the clues for buying new product. During marketingpractice, how to presentatate moral behavior was also needed to research. This is themajor problem facing company leaders. Therefore, based on the existing literature and related theories, proposing the research framework, ideas and research methods.ChapterⅡ mainly sorted out the literature of the effection of company leaders fornew products. Firstly, we concluded the two methods that the leaders influence thepurchasing intention of new productions. They were including inside perspective andoutside perspective. Secondly, we mainly analyzed the influence of company leadersfor purchasing intention of new products from the outside perspective. Thirdly, basedon the literatures, we found that the effeciton of moral behavior of company leaderson new prouducts needed further systematically study.Chapter Ⅲ maily reviewed the research of the moral behavior. From themanagement perspective, this chapter analyzed the differentiation of the socialresponsibility behavior and the moral behavior. Then from the phychologicalperspective, this chapter reviewed the moral behavior. We found that the moralbehavior could be divited into public moral behavior and private moral behavior.More importantly, the two constructions could be measured through the measurementitems. This chapter was the base of the whole research.Chapter Ⅳ mainly reviewed the innovation of new products. Firstly, we analyzedthe root of product innovation and proposed the maily two powers: technology andmarket development. Secondly, we thought the characteristics of product innovationand related measurments. Thirdly, we reviewed the effections of productscharateristics on the purchasing intention.Chapter Ⅴ prosposed theoretical framework and assuptions. Bansed on theliterature review, we proposed the research framework, and tried to explore the moralbehviors of company leaders affect the new products buying. The independentvariable was public behaviors/praviate behavior, the dependent variable waspurchasing intention of new products. The mediating variable was the companyassociations. The moderating bariables were the brand awareness and the kinds ofproduct innovation.Chapter Ⅵ included the process of the study1and data anlyse. Firtly, the pre-testintended to check the moral materials and the newness of production evaluation. Secondly, study1examed the effections of public moral behavior and praviate moralbehavior on purchasing intention of new production. However, this conclusion shouldbe further examed.Chapter Ⅶ was consited of the process of the study2and data anlyse. Firstly, theboundary condition of the effection of maral behavior was examed. Compared thehigh brand awareness, the moarl behaviors of company leaders affected thepurchasing intention for low brand awareness. Secondly, different kinds of moralbehviors were useful for different kinds of product innovations.Chapter Ⅷ was the genral discussion. Based on the empirical research,discussing the processes and mechanisms about the effects of company leaders moralbehviors on new product buying. What’s more, the practices of this research wereproposed.In summary, based on the sort of literature and needs of marketing practice, wedeveloped the theory model about the effects of company leaders’ moral behviors onthe new product buying. Through two experiments, we tested the processes andmechanisms about the effects of moral behviors on the new product buying. Thisstudy not only enriched the theory of new products marketing, but also providedreferences for company leaders to act moral behaviors.