The Mechanism Analysis on the Impact of Entrepreneur Reputation to the Consumers´ Purchasing Behaviors

In the era of commodity economy in which buyer´s market is increasingly popular, the consumers have more choices when they want to purchase some products or services, and even the entrepreneur reputation is also becoming an important consideration. In this paper, from the angle of the constituent elements of entrepreneur reputation, the author discusses the mechanism on the impact of entrepreneur reputation to the consumers´ purchasing behaviors in theory, and comes to a conclusion that a good entrepreneur reputation is conducive to enhancing the products or services purchasing behaviors of the consumers.