The Unequilibrium Of Public And Pravite Moral Behavior Impact On Entrepreneur's Legitimacy Perception

Although there are plenty of researches on the effect of the moral conduct of entrepreneurs on customers,previous research focuses on a single dimension of the moral conduct of public or private.Public morality and private morality are difficult to coordinate evenly in the implementations of moralities.Based on the Nonequilibrium Theory,these disproportions are inevitable in terms of resources limited by entrepreneurs.However,consumers should evaluate the moral performances of entrepreneurs depend on overall perception combined both sides of public or private.Therefore,it is meaningful to investigate moral nonequilibriums of entrepreneurs' conduct and extend boundaries of the theoretical field as a new research topic.Based on the legitamcy theory,we study the relationship between unequilibrium moral behavior and entrepreneur' moral behavior.Then through the perspectve of Qi and Li,we study the mechanism of unequilibrium moral behavior on entrepreneur's legitimacy.The last but not least,we find that the higher fitness between the kinds of unequilibrium moral behaivor and the value of entrepreneur,the more legitamcy of entrepreneur can be percieved.In three experiments,we examine how the unequilibrium moral behaivor affects the legitamcy of entrepreneur and how value of entrepreneur can moderate such affections.Study 1 shows that the market(vs.social)legitamcy of entrepreneur is perceived lower when the public moral behavior is better than private moral behavior,and the social(vs.market)legitamcy of entrpreneur is perceived lower when the private moral behavior is better than public moral behavior.Study 2 shows that,when the public moral behavior is much better than private moral behavior,the market legitamcy of entrepreur is lower because of consumers percepte the entrepreneur's lack of the norm of Li.When the private moral behavior is much better than public moral behavior,the social legitamcy of entrepreur is lower because of consumers percepte the entrepreneur's lack of the norm of Qing.The study 3 finds that if the company proclaim value(vs.instrument)rationality,the higher market legitamcy of entrepreneur is perceived when the public moral behavior is better than the private moral behavior.However,if the company proclaim instrument(vs.value)rationality,the higher social legitamcy of entrepreur is percived when the private moral behavior is better than the public moral behavior.These findings suggetst that the unequilibrium moral behaivors are congrence with the value of company can enhance Qi-Li perception and legitamcy of entreprenurs.