The Study Of Influence Mechanism Of Enterprises’ Institutional Behaviors Upon Stakeholders

To ensure their survival and development, the enterprises must take the institutional environment into consideration, as the government and the public are so important institutional subjects that their attitude may influence the enterprises’ strategic behaviors. During the transition period many enterprises avoid even openly challenge institutional rules as a result of the institutional lag and immaturity, so many types of institutional behaviors come in existence. It’s common sense that enterprises’ behaviors which violate institution will be punished by the government and be boycotted by the public. But the actual commercial activity is not always the case, so this paper is to discuss the paradox.This paper use the grounded theory method to review the relevant literature and analyze a lot of cases, and on the basis of it we divide the institutional behaviors into two categories, the behaviors lack the regulative legitimacy and the behaviors lack the normative legitimacy, which are corresponding to the government and the public. Then we discuss the differences between the influence of these two behavior types upon consumers’ purchase intention and investors’investment intention. At last we use the experimental method to test the hypothesis in order to ensure the reliability and validity.