Notice of RetractionEntrepreneur spokesman´ charitable behaviors, consumer´s moral identity and buying intention

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

Our paper aims for studying the effect of entrepreneur spokesman´ charitable behaviors on purchase likelihood. Empirical Studies demonstrate that: Entrepreneur´s charitable behaviors significantly increase consumer´s purchase likelihood by donating money or time. The positive effect of entrepreneur´s charitable behavior is mediated by consumers´ self-importance of moral identity (CSIMI). Specifically, donating money is more effective on purchase likelihood for consumers who are low level in CSIMI; while donating time is more effective on purchase likelihood for those who are high level in CSIMI. The effect of donating money and time on purchase likelihood are moderated by consumer´s perception on entrepreneur´s personal image.