企业道德和能力对企业声誉评价的影响研究

Research on the Influence of Morality and Capability of Corporate on Evaluating Corporate Reputation

企业声誉管理是当前企业管理的一个焦点,基于企业能力声誉和道德声誉两个企业声誉维度的构念,结合社会认知心理学相关理论,在企业声誉评价过程中,评价者对企业能力和道德线索呈现、关注和解释时存在的一些一般性认知心理规律。研究表明,企业声誉线索的呈现顺序影响企业声誉评价,在所有积极线索中评价者更倾向关注能力积极强线索,在所有消极线索中评价者更倾向关注道德消极强线索。

Corporate management focuses corporate reputation recently, which is defined the morality reputation and capability reputation of corporate reputation. Based on social cognitive theory, evaluators have the possible rules of presentation, attention and interpretation stage in corporate reputation evaluation process. In concluding, the influence of the cues sequence to the corporation reputation evaluation, the observer pays more attention to the positive cues on the capability reputation evaluation, and is more likely to pay attention to the passive cues on the morality reputation evaluation .