Entrepreneurs'Negative Behavior Affect Corporation Identification

Entrepreneurs' behavior is considered to be an important factor of corporation identification.Because in real life,when consumers evaluate a business,they often associate corporation identification through the entrepreneurs' behavior.In the new media era,entrepreneurs'behavior will often be reported and exposed by the media to arouse consumer attention and discussion,it is more likely to the negative behavior.If the entrepreneurs' negative behavior is exposed,the negative impact is not to be underestimated,but there is not much research on how to solve the negative influence on corporation identification.In the past research,most scholars have verified the relationship between the entrepreneurs' negative behavior and corporation identification directly,but there is less research on the specific influence mechanism between them.On the basis of the related research,this paper probes three kinds of consumer psychological reasoning(rationalization reasoning,separation reasoning and combination reasoning)into the intermediary role in the entrepreneurs'negative behavior and corporation identification.This paper studies the negative effect from two dimensions,that is,the severity and the types.Based on Chinese culture background,this paper divides the types of entrepreneurs' negative behavior into illegal acts and violations.The contribution of this paper is that it enriches the theoretical research literature and provide constructive management enlightenment for enterprise managers on the adverse negative effects.In view of the above problems,this paper uses the method of scenario simulation and questionnaire to collect data and analyze 564 sample data.The results show that the severity of entrepreneurs' negative behavior has a negative impact on corporation identification,and on the rationalization reasoning and the separation reasoning,and positive impact on the integration reasoning.The rationalization reasoning and the separation reasoning have a positive effect on corporation identification,but the combination reasoning has negative effects.The combination reasoning and separation reasoning has a partial intermediary effect on the severity of entrepreneurs' negative behavior and corporation identification,and then the types of entrepreneurs' negative behavior have a regulating effect.