国有企业形象传播的政治因素研究:基于全球45个国家的多层回归分析

The Political Factors of State-Owned Enterprises’ Image Communication:A Multilevel Analysis Based on 45 Countries

国有企业形象认知是国企形象传播效果评估中不可忽视的方向。将国企形象认知作为研究国企形象传播影响因素的出发点,国企形象传播的政治因素可以从个人和环境两个层面来考察。第六次世界价值观调查、世界银行和联合国的数据和多层线性回归的分析方法为进一步探究公众对国企认知背后的个人层面和环境层面的相关政治因素提供了数据和方法支撑。在国企形象传播的政治因素中,个人层面的国家认同、政治观念等个人因素会影响公众对国企的认知,国家层面的网络建设、网络参与、人口规模和经济发展水平等环境因素会通过跨层次效果来调节公众对国企形象的认知。

Perception of state-owned enterprises’ image is an important part in evaluating the effects of their image communication. From this perspective, the political factors of image communication of state-owned enterprises can be studied from two levels, namely the personal level and the environmental level. Data from the 6 th World Value Survey, the World Bank and the United Nations, modeled by a multilevel linear regression, enables further research into the personal-level and environmental-level political factors influencing the public perception of state-owned enterprises. On the personal level, national identity and political attitudes are two factors that have an effect on the public perception of state-owned enterprises. On the environmental level, Internet construction, Internet participation, population size and economic development adjust the public perception with cross-level interactions.