官员任期、财政资源与数字时代地方政府组织声誉建构——基于2000万条省级政府网站数据的实证研究

Official Tenure,Financial Resources and Organizational Reputation Construction of Local Government in Digital Era:An Empirical Study Based on 20 Million Provincial Government Website Data

近年来组织声誉管理正成为国内外公共管理领域的前沿热点问题,但是数字时代中国地方政府组织声誉建构策略的影响因素却鲜有研究涉及。本文选取政府门户网站作为观察数字时代地方政府组织声誉建构策略的经验素材,基于2015—2019年31个省份全样本2000万政府网页数据,利用前沿研究的编码表和随机森林等多种机器学习算法对中国情境下的省级政府组织声誉建构进行测量,并对其影响因素进行分析。结果表明,省级政府组织声誉建构策略会受到主政官员任期和财政资源等变量的显著影响,促使不同省级政府选择差异化的策略组合。在主政官员任期早期,地方政府更加重视呈现绩效性和道德性声誉;在任期后期,则更加重视呈现程序性和技术性声誉。财政资源少的地区,地方政府更倾向于呈现绩效性和道德性声誉;财政资源多的地区,则更倾向于呈现程序性和技术性声誉。本文较早地基于文本大数据对地方政府组织声誉进行测量,并初步揭示中国场景下地方政府组织声誉建构策略的影响因素。

Organizational reputation management is becoming a hot research topic in the public administration area,but there are few studies on the influencing factors of Chinese local government organization reputation construction in the digital era.This paper selected the government website as the empirical material to observe the reputation construction strategy of local government.Based on the data of 20 million government web pages in 31 provinces from 2015 to 2019,we measured the reputation construction of provincial government in the China and analyzed the influencing factors,by using the advanced coding tables and a variety of machine learning algorithms.The results show that the organizational reputation construction strategies of provincial governments are significantly influenced by the tenure of government officials and financial resources,which urges different governments to choose different strategy combinations.In the early period of the tenure of the chief officials,the local government pays more attention to the performance and moral reputation;Later in the tenure,more emphasis is placed on presenting procedural and technical credentials.In the province with less financial resources,the governments are more inclined to present performance and moral reputation.Areas with more financial resources tend to have procedural and technical reputations.This paper measures the reputation of local government based on big data earlier,and preliminarily reveals the influencing factors of the reputation construction strategy of local government under the Chinese scenario.