企业家口碑语言与企业家形象的关系

摘要

Language plays a decisive role in the transmission of beliefs and attitudes. Based on Linguistic Category Model theo-ry, the paper classifies the types of language transmission of entrepreneurs’word of mouth (WOM) in two categories:con-crete transmission and abstract transmission. It explores and examines how they affect consumers’evaluation on entrepreneurs’ image and consumers’perception on senders’attitude. The results indicate that both types of language transmission play differ-ent roles in entrepreneurs’image and consumers’perception attitude, and there are significant differences along with different potencies of entrepreneurs’WOM. These findings are beneficial to guide entrepreneurs’front-desk and behind-desk behaviors and marketing communications.%语言对传递信念和态度起着重要的决定性作用。文章基于语言类别模型理论（LCM），将企业家口碑的语言传播类型区分为具体传播和抽象传播两种类型，探讨和检验了它们如何影响消费者对企业家形象的评价和消费者对传播者态度的感知。研究结果表明，这两种语言传播类型对企业家形象和消费者的感知态度均发挥不同的影响，并且随着企业家口碑效价的不同而存在显著差异。这些发现对于指导企业家后台和前台化行为与营销沟通都有积极意义。