The Influence Factors Of Reputation Risk In Trust Company

China's trust industry, has experienced six major improvements and rectification, once faced very serious survival crisis. In recent years, as the penetration of China's trust business to social economy and the establishment of the trust system in domestic development, the trust industry is playing a more and more important role as a business crossing the monetary market, capital and industrial market. The core business of trust company is to manage the trust property, and the most important and basic is to win the trust of investors to raise capital. Trust industry, therefore, is living by credit, which is the essence of the trust company to survive, which means that reputation is the basis of trust company foundation, so reputation risk is the primary risk. Therefore, establishing the trust company reputation risk evaluation index system, and researching the effect mechanism of trust company reputation risk factors, mean a lot to achieve orderly development of the trust company for a long time.The research is to study the trust company reputation risk, on the basis of combing reputation risk related literature, referring to the latest research results of reputation risk and related theoretical basis, and establish reputational risk evaluation theory model derived by products and services, financial status, work environment, emotional appeal, vision and leadership, and social responsibility. Then, based on the characteristics of trust companies, and combining with the relevant laws and regulations requirements, the research build the trust company reputation risk evaluation index system of influencing factors from the perspective of both qualitative and quantitative analysis. The adopts the structural equation model analysis method based on PLS in view of the problem that the sample data distribution between reputation risk and its influencing factors does not conform normality. At last, the paper would put empirical research and validation to the model and research assumptions with 124 trust companies data as samples in 2012 and 2013.In this paper, the main conclusions are followings:first, reputation risk is influenced by many factors, of which the most important is emotional appeals, which is positive correlation; next, vision and leadership, is as important as the product and service to reputation, which is only second to the effects of emotional appeal, and products and services is not only directly affects reputation, but also through emotional appeal; then, work environment impact on reputation is lower than the first three, but also a direct positive impact; at last, financial condition has no significant direct impact on the trust company reputation.