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论文编号：	9884
作者编号：	1120110761
上传时间：	2018/1/11 15:47:55
中文题目：	企业能力和道德对企业声誉形成的影响研究
英文题目：	Research on the influence of corporate capability and morality on the formation of corporate reputation
指导老师：	于斌
中文关键字：	道德声誉；能力声誉；企业声誉；社会认知；评价机制
英文关键字：	Morality Reputation；Capability Reputation；Social cognitive；Evaluation Mechanism
中文摘要：	企业声誉是企业的一项重要资源，对企业的生存、竞争和发展具有十分显著的作用。随着经济全球化和信息化的发展，企业声誉越来越受到消费者重视，影响了消费者对企业的信任。研究表明，企业财务状况与企业声誉呈正相关关系，企业经营风险与企业声誉呈负相关关系，良好的企业声誉可以提高企业竞争力或抵御各种未来不确定因素的能力。当前企业声誉研究呈现如下主要特点：一是众多学者对企业声誉的内涵和外延提出了众多不同的界定，二是主要从企业组织行为、评价者认知心理两个角度探索企业声誉形成机制，三是企业声誉的评价研究中更多地关注企业能力属性，较少地关注企业的道德属性。本研究在回顾企业声誉的概念、形成机制、测量和管理等有关文献的基础上，通过规范分析和归纳推理，深入讨论了企业声誉的内涵和外延、能力和道德的评价维度，构建了“企业声誉维度理论模型”，提出了企业声誉维度划分的研究假设，界定了本文的企业声誉定义。借鉴信息加工、印象形成、态度形成、社会化等相关理论，本研究将企业行为与评价者认知心理有机地结合，构建了“管理学视角下的企业声誉形成机制理论模型”。该模型描述了企业声誉从企业信息呈现、评价者关注和解释、再经过社会化而形成的过程；依此提出了不同企业信息线索对企业声誉形成影响程度不同的研究假设。研究表明，对企业能力线索的评价形成企业能力声誉，对企业道德线索的评价形成企业道德声誉，企业能力声誉和道德声誉综合形成企业声誉；企业在核心竞争力、产品服务能力、创新能力方面的积极强线索对企业能力声誉影响最大，对企业声誉的正面评价具有较大影响；在所有企业道德线索中，企业道德消极强线索对企业道德声誉的形成应依据评价者所处文化背景而决定。在中国现有文化背景下，由于道德理想和现实的分裂，评价者在道德理想状况下，企业道德在诚实、公正、社会责任方面的消极强线索对企业道德声誉的形成具有更大的影响；在道德现实情况下，企业道德在员工责任、透明度方面的消极线索对企业声誉的形成具有更大的影响，评价者更关心的是企业对员工的责任，因为作为测试对象的评价者也是企业的一名员工，感同身受，更具有现实实用价值。这些结论对企业声誉的战略管理、声誉构建和维护具有较强的指导意义。本研究的创新点主要有：一是较为科学地将企业声誉划分为“企业能力声誉”、“企业道德声誉”两个维度；二是按不同效果（积极或消极）、不同强度（强、弱、无效）对企业道德和能力线索进行了维度划分，深入阐述了企业能力和道德对企业声誉形成的影响；三是克服了以往单一从企业组织行为或评价者认知心理研究企业声誉形成的缺点，将企业组织行为与评价者认知心理有机结合，构建了“管理学视角下的企业声誉形成机制理论模型”，拓宽企业声誉形成的研究视角。
英文摘要：	Corporate reputation is a important form of corporate information resources, and has significant effect in subsistence, competition and development of corporate. With the development of Economic Globalization and Society Informatization, reputation receives more attention from consumers. Researches have already proved that corporate reputation is positively correlated to corporate finance, and that corporate reputation is negatively correlated to business risk. Good reputation can enhance the competitiveness of corporate as well as resistance to a variety of uncertainties in the future. At present, researches on corporate reputation appear the following characteristics: First, the connotation and extension of corporate reputation has yet not been admitted by authority. Second, the formation mechanism of corporate reputation has mainly studied from the two perspectives of corporate behaviors and evaluator psychological. Third, the moral aspects of corporate reputation have not been emphasized. On the basis of reviewing the concept, formation mechanism, measurement and management of corporate reputation, through normative analysis and inductive reasoning, the paper deeply discusses the connotation and extension of the corporate reputation, analyzes the evaluation dimensions of corporate capability and morality, constructs the theory model of corporate reputation dimension, puts forward the basic hypothesis of corporate reputation dimension,which classified the corporate capability reputation and morality reputation. Learning from relevant theories on social cognitive psychology of impression formation, attitude formation and socialization, this article forms Formation mechanism of corporate reputation from perspective of manangemrnt.This model sees corporate reputation as the combination of information present, evaluators’ attentions and explanations, and the socialization process. Based on it, the paper puts forward the research hypothesis that different corporate information clues have different influence on corporate reputation. According to research results, the evaluation of capability clues forms the capability reputation of corporate, the evaluation of morality clues forms the morality reputation of corporate, and the capability and morality reputation forms the corporate reputation. The strongest influence on the capability reputation of corporate comes from those positive clues of core competitiveness, product service capabilities and innovations. In theory, the strongest influence on the morality reputation of corporate comes from those negative clues of honesty, justice and social responsibility. In fact, the moral negative strong clue of corporate employees' responsibility has the greatest influence on corporate reputation under the background of the Chinese culture environment.Those conclusions provide guidance for the strategic management and establishment of corporate reputation. Innovations of this research：First, this article puts forward two dimensions of corporate capability reputation from the evaluation of corporate capability，and corporate morality reputation from the evaluation of corporate morality; Second, this article puts forward the different dimensions for the classification of capability clues and corporate morality according to effectiveness (positive or negative) and intensity（strong or weak）, providing guidance for the management of corporate reputation. Third, it forms Formation mechanism of corporate reputation from perspective of manangemrnt, which broadens the research perspective of corporate reputation.
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