摘要
本文采用情景实验法考察企业家威权型与仁慈型两种领导风格与消费者产品质量感知的关系,引入认知信任解释具体的影响机制,同时关注产品属性超越在其中的作用。我们发现:无论是威权型还是仁慈型领导风格都能显著提升消费者产品质量感知;相较于仁慈型领导风格,威权型领导风格更能显著提升消费者产品质量感知。消费者根据领导风格所传递出的能力信息,对企业家的认知信任得以提升,进而增强其对产品的感知质量。对于威权型领导风格,相较于享乐属性超越的产品,实用属性超越下消费者的产品质量感知更高;而对于仁慈型领导风格,相较于实用属性超越的产品,享乐属性超越下消费者的产品质量感知更高。本文的研究表明,企业家有风格胜于没有风格,而且'外显霹雳手段,内隐菩萨心肠'的企业家会更有助于提升消费者产品质量感知。此外,企业在向消费者传达其企业家领导风格的有关信息时有必要考虑自身产品属性超越。
This paper investigates the relationship between authoritarian and benevolent leadership styles of entrepreneurs and product quality perception by situational experiment,introduces cognitive trust to explain the specific influence mechanism,and focuses on the role of product’s superior benefits in it.We find that both authoritarian and benevolent leadership styles can significantly improve consumers’perception of product quality.Compared with benevolent leadership style,authoritarian leadership style can significantly improve consumers’perception of product quality.Consumers’cognitive trust in entrepreneurs can be enhanced according to the ability information conveyed by leadership style,and then their perceived quality of products can be enhanced.For authoritarian leadership style,compared with products with hedonic product’s superior benefits,consumers with practical product’s superior benefits have a higher perception of product quality;for benevolent leadership style,consumers with hedonic product’s superior benefits have a higher perception of product quality than those with practical.The results show that entrepreneurs with style are better than those without style,and entrepreneurs with'tough outside and soft inside'will be more helpful to improve consumers’perception of product quality.Besides,enterprises should consider their product’s superior benefits when communicating information about their entrepreneur leadership style to consumers.
作者
黄苏萍
马姗子
刘军
Huang Suping;Ma Shanzi;Liu Jun
出处
《管理世界》
CSSCI
北大核心
2019年第9期101-115,194,199-200,共17页
Journal of Management World
基金
国家杰出青年科学基金项目(项目号：71425003；项目名称：“组织行为”)的支持
