失败污名如何不污？企业创业失败后的印象管理策略与再创业行为关系研究

印象管理策略是创业失败企业污名应对、维护创业合法性的重要方式。然而，大多数既有文献仅聚焦于单一策略的印象管理过程，对于如何采用不同类型印象管理策略来应对污名、促进企业再创业行为，现有研究尚未形成系统的理论解释。为了弥补这一理论缺口，本课题基于印象管理的“双组件”模型，构建创业失败污名印象管理“双通道”模型，分析企业创业失败后的印象管理策略特质及其类型，探讨创业失败企业污名应对的印象管理策略选择机制。借鉴双因素理论，研究不同印象管理策略类型的交互作用对创业合法性的影响机理。在此基础上，进一步分析创业合法性对企业再创业行为的作用机制，及容错环境、创业韧性在上述作用关系中的调节效应。本课题通过对创业失败污名印象管理策略的探讨，扩展中国情境下创业失败污名印象管理的研究思路，深化印象管理策略与失败再创业行为关系的研究内容，为创业失败企业制定失败污名印象管理策略提供决策依据。

Impression management strategy is an important way to cope with the stigma of failed entrepreneurial ventures and to maintain the legitimacy of entrepreneurship. However, the focus of most research has been on the impression management process of a single strategy. There is no systematic theoretical explanation on how to use different types of impression management strategies to cope with stigma and promote re-entrepreneurship. To fill this theoretical gap, this project constructs a dual-channel model of stigma management of entrepreneurial failure based on the two-component model of impression management, analyzes the characteristics and types of post-failure impression management strategies, and discusses the mechanism of choosing impression management strategies to cope with the stigma of failed entrepreneurial ventures. Referring to the two factor theory, this project explores the influence mechanism of distinct sets of impression management strategies on the legitimacy of entrepreneurship. On this basis, this project further analyzes the mechanism of the legitimacy of entrepreneurship on the re-entrepreneurial behavior, and the moderating effect of fault tolerance environment and entrepreneurial resilience in the above-mentioned relationship. Through the discussion of entrepreneurial ventures’ post-failure impression management strategy, this project expands the research ideas of stigma management in Chinese context, enriches the research contents of the relationship between stigma management strategies and re-entrepreneurial behavior, and provides the decision-making basis for making stigma management strategies of failed entrepreneurial ventures.