Study On The Influence Of Perceived Entrepreneurial Ability On Consumer Brand Attitude In The Context Of Technological Innovation Enterprise

Innovation ability is the basic motive force of an enterprise and even a country.As the main force of national and social innovation,technological innovation enterprises play a more and more important role.On the one hand,technological innovation enterprises continue to innovate,using technological advantages to occupy the market.On the other hand,entrepreneurs take advantage of the rapid development of the Internet,on behalf of enterprises to interact and draw closer with consumers.Now,when we see Lei Jun and Luo Yonghao,we will think of Xiaomi and Smartisan.We have inadvertently linked entrepreneurs and brands.By studying the relationship between the entrepreneur and the consumer in the technology innovation enterprise,this paper makes the enterprise have the reference basis when constructing the entrepreneurial ability image,grasp the consumer psychology,and narrow the distance between the entrepreneur and the consumer.In turn,the brand will attract fans and occupy a larger market.Admiration has always been an important topic in the field of psychology.The research about admiration has become more and more mature.In recent years,with the continuous intersection and integration of disciplines,scholars in the field of management began to pay attention to the concept of admiration and study the emotional feelings of employees to entrepreneurs or consumers to spokesmen.Previous studies have shown that some prominent performances of entrepreneurs and celebrities can lead to admiration or awe among employees or fans,which makes them loyal to followers.It can also trigger fans to buy celebrity endorsements.However,there is little research pay attention to the emotional relationship between entrepreneurs and consumers,so this paper will study from this point of view.Based on the theory of admiration,this paper studies its influence on consumer brand attitude and the intermediary function of entrepreneur's admiration from the perspective of consumer's perceived entrepreneurial ability,and introduces attainability as a regulating variable.The whole research model is constructed.The research adopts two methods: netnography analysis and empirical analysis.In the netnography analysis method,through the long-term follow-up to the forums such as Weibo and Baidu Tieba of entrepreneurs in technology innovation enterprises,we collect and sort out the posts and messages of consumers.The data are sorted out according to the existence of the entrepreneur's admiration,the consumers perception of the entrepreneur's ability and the result of the entrepreneur's admiration,which provides the support for the research model of this paper.In the empirical analysis,this paper adopts the questionnaire method.Firstly,carries on the preliminary investigation to the questionnaire and modifies the related options according to the respondents' opinion.And then through the specialized questionnaire platform,questionnaires are distributed to target groups to collect data on a fee basis.After the data is screened and sorted,the sample is analyzed by statistical method,which verifies the intermediary role of entrepreneur admiration in perceived entrepreneurial ability and consumer brand attitude.The results show that perceived entrepreneurial ability has a significant positive impact on consumer brand attitude,and entrepreneur admiration plays a part of the intermediary role,also this process is regulated by consumer attainability.This research deepens and expands the related research on the entrepreneur's admiration,subdivides the entrepreneur's image and focuses on the part of the ability image,which provides reference for the enterprise to promote the image of brand to attract fans.