Evaluation System Based On The Corporate Reputation Of The Saas Model

In October 2009, the authority industry studies and investment consults about special field of homeland - China Investment Consulting announced "The Investment Analysis and Prospect Forecasts Report of Chinese SAAS (Software Operation Service) Marketplace between 2010 to 2015 ". This report displays that the SAAS industry will meet development climax in the future and it also estimate that the SaaS industry income of the whole world will breake 16 billion dollars in 2013, but the SAAS industry of our country is in a first step developing stage and the exchange rate is very distant comparing with Europe and America country.Lots of scholars think that this is because consumers distrust the enterprise engaging SAAS. Massive research indicate the corporate reputation can promote customers to trust.But exploring the evaluation system of corporate reputation is the foundation of effiective management of corporate reputation.So this dissertation focuses on how people evaluate corporate reputation based on SAAS.To build the evaluation system about corporate reputation based on SAAS, first, we reviewing the literatures in the field of corporate reputation research and analyzing characteristic of the network environment, defines the corporate reputation of SAAS pattern based on Society Expection Theory in the view of common people and propose the assumption of the corporate reputation index of SaaS pattern. Secondly, the dissertion chooses X company as the background, then examines and revises the index by factor analysis.After that, we draw five factors to evaluate the corporate reputation from the common people. They include software (product) property, service ability, corporate ability, honesty and Community responsibility. Finally, analyse the whole modle through correlation analysis and regression analysis, and discovers three factors have the effectiveness to the cognition evaluation of corporate reputation based on SAAS and five factors have the effectiveness to the affection evaluation of corporate reputation based on SAAS.Finally, the dissertation briefly explains the model and the assumption, analyzes the conclusion, Contribution and weakness of this dissertation and gives suggestions of the further study.