中文摘要：

文章探究企业家微博的信息如何影响消费者对其形象的感知。结合本土文化,将企业家微博内容分为：展示其＂做人＂的信息和＂做事＂的信息。两个实验研究结果表明：＂做人＂或＂做事＂的信息都能积极影响消费者对企业家形象的评价;相对于展示＂做事＂的信息,道德身份自我重要性高的消费者对展示＂做人＂信息的企业家形象评价更高;相对于展示＂做人＂的信息,道德身份自我重要性低的消费者对展示＂做事＂信息的企业家形象评价更高。

英文摘要：

This paper focuses on the effect of entrepreneurs＇ micro-blogging behavior on consumers＇ perception of entrepreneur image. Based on the characteristics of the local culture, we have divided entrepreneurs＇ micro-blogging information into two categories： information presenting how an entrepreneur conduct himself （herself） and information presenting how an entrepreneur does things. The results of two experiments show： two types of information both have a positive impact on consumers＇ evaluation of entrepreneur image; compared with entrepreneurs presenting information about conducting self, consumers who have a highly self-important moral identity give higher evaluation to entrepreneurs presenting information about conducting self; compared with entrepreneurs presenting information about conducting self, consumers who have a low self-important moral identity give higher evaluation to entrepreneurs presenting information about doing things.