企业家社会责任行为方式创新对其形象评价的影响机制研究

运用扎根理论探究了企业家创新性社会责任行为的特征及作用机制。基于扎根理论，就企业家微公益行为对其形象评价的影响机制进行了探索性研究。通过深度访谈与二手数据的扎根分析，提出了企业家微公益行为对其形象评价影响的理论框架：企业家微公益行为具有权威性、互动性与多样性，会通过情感和认知两大层面来获取消费者认同感，并影响消费者对企业家微公益行为动机的感知，进而影响其形象评价。该研究是对企业家社会责任理论的有益拓展，同时为希望通过社交网络进行公益活动的企业家提供了实践参考。

Research on the Impact Mechanism between Entrepreneurs'Social Responsibility Behavior Innovation and Consumers：Based on Grounded Theory

This study used grounded theory to explore the characteristics of entrepreneurs'innovative social responsibility behavior and its impact mechanism .By means of in‐depth interview and grounded analysis of second‐hand data ,this paper puts forth the theoretical framework of entrepreneurs'micro public welfare affecting their image evaluation that with its au‐thority ,interactivity and diversity ,entrepreneurs'public welfare can win recognition from consumers in both emotional and cognitive aspects ,and influence consumers'perception of the motivation of entrepreneurs'public welfare actions ,thereby affecting consumers'assessment of their images .This research is beneficial to expand the theory of entrepreneurs'charity behavior and provides practical references for those entrepreneurs w ho w ant to conduct public w elfare activities through the social netw ork .