Effects Of Entrepreneurs Dressing Styles For Playing On The Front Stage On Their Image

Entrepreneur is not only the company operator and manager, but also a social stage "player", and a natural "opinion leader" and "super voice" of the corporate image. Good image of entrepreneur can becomes an important booster for the development of the company. Current, more and more entrepreneurs realized the value of their own image, and began go to the "front stage" of the social interaction from the "background" of company's operation and management, through participate in social public welfare undertakings, company product, new product launch, the variety show host and a guest professor, published works and to participate in the network interaction, and other variety of forms to shaping and improving a good image. As the most explicit social stage, the most common and most easy handling "personal scene", dressing has an important influence on the performance of the entrepreneur's playing on the front stage. However, the existing theory cannot give a good answer for how the dressing styles of the entrepreneurs affect their image and what is the mechanism of the action.Social interaction theory indicates that dressing style has the function of expression of both the social identity and personality traits. Based on the perspective of social identity expression, consumers have stereotypes about the dressing code for the entrepreneur,"a CEO in a dark business suit was safely dressed", which formed the entrepreneur role expectations in dressing actually. But based on the expression of personality traits, many entrepreneurs dislike or even reject the formal dressing, and a growing number of entrepreneurs come to challenge it,"CEO Casual" gradually become fashionable. With dramaturgy theory, symbolic interactionism theory, role theory, impression management theory as guides, we divide entrepreneurs'dressing style to the "consistent with self" and the "consistent with the role", and adopt the method of empirical research to explore the effect of different dressing styles of entrepreneur and its internal mechanism, as well as the adjustment of the relevant variables. Through three quasi-experimental studies we found that compared with the "consistent with the role" dressing style,"consistent with self dressing style can bring a higher novelty perception to consumers, and make a higher innovation evaluation for the entrepreneur. But at the same time it will reduce the courtesy perception of the consumer, which makes it is less reliable evaluation for entrepreneurs. But in informal activities, due to the constraint mechanism of social norms is desalted, there is no significant difference between the courtesy perceptions of two kinds of dressing styles, thus the reliable evaluation of entrepreneur does not have significantly different. In addition,"consistent with self dress style would not significantly reduce the consumers courtesy perception for emerging industry entrepreneurs, and thus spoil the reliable evaluation of entrepreneur.This study is divided into introduction, literature review, the relevant theoretical basis, model building and hypothesis, empirical test and the overall conclusion six chapters. Roughly divided into the following four parts:The first part is chapter1, the introduction part; the main contents include the research question, the reason of topic selection, research significance, the innovation of research ideas, research framework and research methods. Through the literature review and combined with the hot issues in marketing practice, we will determine the problem of this study as:entrepreneurs in dress choice if there is a conflict between personality trait and role expectation, the different dressing style (consistent with self vs. consistent with role) will produce what effect for image creation? What is the intrinsic mechanism of action? Which factors can act as moderating variables?The second part includes chapter2and chapter3. Chapter2is literature review part, mainly through carding thread of research ideas and comments to find the gap of the theory, the main contents include the front desk performance, dress for entrepreneurs and entrepreneur image of the relevant literature review. As the foundation of related theory, chapter3is mainly based on the needs of the model building to find related theory as support, including dramaturgy theory, symbolic interaction theory, role theory, and impression management theory, social interactive theory.The third part includes chapter4and chapter5. Chapter4for the model building and hypothesis is put forward, mainly is the development of theoretical models, at the same time in the relevant literature on the basis of hypothesis of deduction. Chapter5is the empirical examination, including a pre-test, study1, study2and study3, mainly including research design, operation process and the data analysis results.The fourth part is chapter6, which is data analysis, based on the results in chapter5, overall discussed, and refined contribution in theory, and show selection Suggestions and reference to the entrepreneur performance on the front stage at the same time. Finally we put forward the limitations of this study and future research directions.In conclusion, with the method of empirical research, this study explores the effect of entrepreneur's dressing styles on the front stage on their image, and the inner mechanism and the moderating variables. The study is not only contribute to rich the social interactions and entrepreneur's related theory, but also helps provide useful guidance for entrepreneurs to improve the effect of their performance on the front stage.