The public image of businessman in one region is becoming more and more important since it will impact the competitive power of the business. By taking Guangxi businessmen as a case,a structural equation model is established to analyze the formation mechanism of public image of businessman,and study how the region difference affects the formation mechanism. The study finds there is a regional preference in the public image perception. The local people will give more positive evaluation to the local merchants; the media image of the merchants has a positive influence on the public image perception,and the public image perception has greater influence on the public behavior;there are different sources of cognitive construction of regional public businessman image in different pleces—both the medium communication and interpersonal communication have influences on the local public image perception,while the medium communication has influence outside the area. The research will provide enlightenment on the image shaping and improvement for the regional businessmen.%区域商人形象越来越成为影响区域商业环境竞争力的重要因素。本文以桂商为研究对象，通过结构方程建模分析研究区域商人公众形象的形成机制，探索区域差异对公众形象形成的调节作用。研究发现：区域商人公众形象认知存在区域中心主义倾向，本地公众对本地商人会给予更为积极的评价；区域商人媒体形象呈现正向影响公众形象认知，区域商人公众形象认知会高度影响公众的行为倾向；不同区域公众的商人形象认知建构来源存在差异，本区域公众会受媒介传播感知和人际传播感知的双重影响，而其他区域公众则主要受媒介传播感知影响。研究结论为区域商人形象塑造和提升提供了启示。
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