The Study On Relation Between Entrepreneurial Orientation And Customer Commitment By The Example Of Smart Phone Brands

Entrepreneurial orientation has been proved by academics to be positively related to firm performance, while past organizational level researches failed to open the black-box between entrepreneurial orientation and customer emotions. At the level of customer individual, this study invested the relationship among entrepreneurial orientation, self-brand connection and customer commitment, and the mediation model.Basing on the literature review, we made the quantitative questionnaire survey,367effective questionnaires came out after investigation to test the relationships among entrepreneurial orientation, self-brand connection and customer commitment, and analysis have been done to investigate how the connection between entrepreneurial orientation and customer commitment works, and how self-brand connection plays the mediation role.Major outcome of this paper includes:customers have the capability to judge entrepreneurial orientation. Entrepreneurial orientation (proactivity, innovativeness and risk-taking) drives behavioral commitment, while entrepreneurial orientation (proactivity and innovativeness) has positive relation to affective commitment. Self-brand connection mediates all above significant relationships.