负面报道后国企和民企间接印象管理策略比较研究——基于“双组件”模型的分析

A Comparative Study of Indirect Impression Management Strategies between State-owned and Private Enterprises after Negative Reports——Based on the “Two-component” Model Analysis

不同控股股东背景下企业间接印象管理动机存在显著差异,这导致国企和民企间接印象管理策略的使用也存在差异。本文基于"双组件模型"对比研究了中国国企和民企负面报道后"亲社会"的间接印象管理策略使用情况,并基于2009-2015年中国快速消费品上市公司"公司主页"的数据,对国企和民企在不同威胁水平、威胁类型、社会地位条件下间接印象管理策略数目进行比较分析。得到以下结论:(1)负面报道后,民企相比于国企在负面报道后增加较多的间接印象管理策略数目。(2)负面报道类型对国企和民企间接印象管理策略的使用影响存在显著差异,即针对不可辩解型负面报道,国企增加策略,民企减少策略;针对可辩解型负面报道,结果则相反。(3)不同社会地位的民企采取的间接印象管理策略数目不同,而社会地位与国企策略数目之间没有显著关系。本文结论对于了解国企和民企负面报道后的形象管理行为差异有重要意义。

Enterprises with different controlling shareholders have different indirect impression management （IM） motivations and this will lead to different usage of IM strategies between state-owned and private enterprises. Based on ＇ two-component model＇ , this paper makes a contrastive study of different usage of ＇ pro-social＇ indirect IM strategies between state-owned and private enterprises ＂alter they receive negative reports. By using data sample from Chinese Fast-Moving Consumer Goods （FMCG） Quoted Companies＇ official website during the period 2009-2015, this paper makes a comparative analysis in number of indirect IM strategies under different threat levels, threat type and social status. Findings suggest that： 1. Private enterprises will apply more indirect IM strategies than state-owned enter- prises after receiving negative report. 2. Type of negative reports has significant impact on indirect IM strategies of state-own and private enterprises. And impacts are contradicted： when facing indefensible negative report, state-owned enterprises will increase the number of indirect IM strategies, while private enterprises will reduce it; when facing defensible negative reports, the resuh is opposite. 3. Indirect IM strategies of private enterprises are highly correlated with enterprise＇ s social status, while state-owned enterprises don＇ t have such correlation. In general, this paper provides deep insights for understanding the difference of IM behavior of state-owned and private enter- prises after negative reports.