A Study On Mechanism Of Influence Of Opinion Leaders Moral Emotion And Public Risk Perception On Organizational Stigma

As a universal existence,organizational stigma has far-reaching negative effects on organizations and it is difficult to eliminate.On the one hand,the research on the formation of organizational stigma focus on the organization's own wrongdoing or attributes,but little research focus on the status and role of the subject of stigma;On the other hand,the social psychological mechanism of the formation of organizational stigma has been simply considered to be a violation of stakeholder expectations,Negative labels that do not conform to the moral and value rules of the general public.Therefore,this study puts forward the research on the social psychological mechanism of the formation of the stigma based on epistemology,so as to make effective strategies for prevention and management of organizational stigma.Organizational stigma includes even stigma and core stigma.Based on the fundamental differences between their formative factors,maintenance mechanism and management strategy,the research of this paper is even stigma.The SARF(social amplification of risk frameworkactually contains two mechanisms,one is the information mechanism,the other is the social reaction mechanism,and there are five initiation reaction mechanisms: public perception and values,social group relations,signal value,stigma,and social trust.The stigma mechanism refers to the stereotype which is related to the negative individual or social group,which promotes the avoidance of the stigma,then further causes negative social and policy consequences.At the same time,opinion leaders play an important role in the individual amplification of risk,while the opinion leader's two social functions,information sharing and opinion dissemination,which also reflect the two functions in SARF.Therefore,this study incorporates the formation of organizational stigma into this analytical framework.Social cognition refers to the individual's perception and understanding of social objects and phenomena and their relationships.This study focuses on social event cognition,including social attribution,social reasoning and social decision-making.The risk event caused by the wrongdoing of the organization is objective,and the inference of the internal characteristics of the organization is subjective construction,which is the key to the formation of the organizational stigma.Unfortunately,there is no research on the formation of organizational stigma from social cognitive theory.From the subjective perspective of epistemology,this paper takes SARF as the analysis frame,constructs the theoretical model based on the social event cognition theory,to explore the relationship between the moral emotion of opinion leaders and the organizational stigma,and explains the public risk perception is an important social psychological mechanism of the formation of organizational stigma.At present,the study of organizational stigma is mainly based on case analysis,and no corresponding measuring tools have been developed,and some scholars have taken the negative news as the measurement tool.This study uses semantic difference method to measure organizational stigma and supplements it through micro-blog data,aiming to objectively measure the stigma of organizations through different test methods,and to explore the social psychological mechanism of the formation of organizational stigma.At present,the study of organizational stigma is mainly based on case analysis,and no corresponding measuring tools have been developed,and some scholars have taken the negative news as the measurement tool.This study uses semantic difference method to measure organizational stigma and supplements it through micro-blog data,aiming to objectively measure the stigma of organizations through different test methods,and to explore the social psychological mechanism of the formation of organizational stigma.In this paper,two different studies are used to verify the theoretical model.The first study is a series of experiments,included three situational experiments,and the management situations in the experiment were as follows: illegal pollution,corporate fraud and product safety events;According to the gradually in-depth research,the moral sentiments of opinion leaders are manipulated by emotional intensity,positive(negative)moral emotion to four kinds of moral sentiments,fear,anger,disgust and compassion,the theoretical model is examined gradually and thoroughly.The second study,as a supplement to the research,further verify the theoretical model through the "Samsung Explosion Gate" micro-blog data.Through the above two different studies,the following three basic conclusions are obtained:First,the opinion leaders' moral sentiment influences organizational stigma,where positive emotions negatively affect the organization's stigma,on the contrary,negative emotions positively affect the organization's stigma.Secondly,opinion leaders' moral emotions influence public risk perception,and positive emotions negatively affect public risk perception.On the contrary,negative emotions positively affect public risk perception.As the same time,it also explains the social response mechanism of opinion leaders as individual risks amplification station.Third,either positive or negative moral emotion,public risk perception are mediation opinion leaders moral emotional impact of the organization's stigma,therefore,the public's risk perception can be as a kind of important social psychological mechanism for stigma,but also reflects the social control function of stigma.The innovation of this research is as follows:First,from the epistemological subject,this paper puts forward the research perspective of the subject of stigma,enriches the research perspective of organizational stigma,and may become a new theoretical growth point for the study of organizational stigma.Secondly,based on the social cognitive theory,this paper explores the social psychological mechanism of the formation of organizational stigma,expands the research of social cognitive theory in event cognition and provides empirical evidence.Thirdly,this paper explores the mechanism of opinion leader's individual riskamplification station,and it is a beneficial supplement to the SARF.Finally,the method of semantic difference method and the research methods of situational experiment are introduced into the research of organizational stigma,supplemented verification through micro-blog data,which is an organic supplement to the measurement of organizational stigma,and expands the paradigm of research on organizational stigma.Based on the above conclusions,the SARF is used to weaken the risk perception of the public,and introduces the emotion management into the crisis management,in order to provide practical reference for making a more effective organizational stigma management strategy.