Research On The Mechanism Of Reputation And Influencing Factors

The reputation of entrepreneur is not a new concept, but a new problem under new times. Whenever crisis happened, the problems caused by reputation made us think deeply. And researches on reputation have been developed in the course.The Researches on the mechanism of entrepreneur's reputation were always led by the angle of economics and management. The angle of economics considers the purpose for entrepreneur to pursue reputation is for the maximal longterm profit. The angle of management abandoned that unilateral view of economics, and considered pursuing self-fulfillment is the purpose for entrepreneus to build reputation. But both of those views can not explain some phenomena in reality. For example, those theories can not explain why most businessmen from Zhejiang are low-pitched. They also can not explain the 59-year-old problem in our country. That is to say, we can not comprehend those problems above in the traditional way as we used to be.This article considers there is no vital bug in the mechanism of reputation. The problems come from our deficient comprehension. We can improve our comprehension by two ways.Firstly, we should discover and discuss the motives of entrepreneurs to build their reputation which is more complex than what we thought before. Entrepreneurs are neither those men who only care about the maximal longterm profits, nor those men who pursued the fulfillment of spirit. Entrepreneurs have strong relationship with their companies. So they are the combination of the economic man, the societal man and the enterprise man. So the purpose of entrepreneur to build reputation may be complex, which we should find out.Secondly, we should explore the structure of reputation further, trying to research it roundly. Most of researchers now describe the structure of reputation as some kind of attitude. But the structure of attitude can not express the characters of reputation as assets or signal. Only when we have explored the structure of reputation,we should have judged the reputation more clearly by more index. In this paper, the author designd the complex factors influencing the form of reputation, which are the demand of company, the arrangement of control, outside environment and personality of entrepreneur. The author also used two dimensions to describe the basic structure of reputation, which are famousness and favor. And also build the outspread structural index. At the end, the author testified the relationship between the reputation and the driven factors, enducing some conclusions as below:Firstly, the driven factors influencing the reputation of entrepreneur are complex, going beyongd what we have known. Those complex factors come from the demand of company, the arrangement of control, outside environment and the personality of entrepreneur.Secondly, different factors have different influence on each dimension of the reputation, leading the structure of reputation put up notable difference.Thirdly, the complex factors for entrepreneur to pursue the reputation will work throught the job role of entrepreneur, which can implove some dimensions of reputation.Fourthly, the job roles of entrepreneur will conceal some driven factors.Fifthly, the factors of character trust will make the reputation more steady than that of situational trust.Through those researches above, this article also puts forward some advices from the building of outside system and environment, improving the governance of company, improving the consciousness of the public and enhancing the culture of entrepreneurs.