Empirical Research On Design Behavior Of Annual Report's Language

In recent years, the annual report of the company has changed dramatically. The writing partial contents has surpassed accounting statement gradually and is becoming the main part of a listed annual report. Great length of the language statement is provided for the company's management to design the information. The lure of material gains of capital market and the asymmetry of the listed company information provided the motivation for language design. So the annual report is becoming subjective and partial, entirely to personal services of managers'needs. It's necessary to do some researches about strengthening the linguistic information forms and the factors related.This article adopts normative approach and positive approach,and uses the theory achievements of disciplines such as information economics, psychology, communications, linguistics,etc, from the root of authority arrangement-stockholder's rights structure to interpretative language information operation behavior. Basic content includes four parts:Part one is the introductions of background knowledge, mainly explain the research background and the research present situation,show the research mentality and the article portal frame construction as well as go on the meaning of the language design activity and the theoretical basis,proposing the readability design and self-serving attribution behavior. It lay the foundation for the following sections of paper.Part two is some research about the language design ,including the language readability and the self-serving attribution behavior. Adopt the representative and relevant model, a suitable method of calculating readability and self-serving attribution's degree has been proposed. On the one hand, according to the influencing factors of the readability, verifying assumptions, this text uses the econometrics methods to draw the conclusion by the model which is expecially defined. On the other hand, We infer the levels of attribution according to the extent.Part three is about the relationship between the language design and the effect of the market, investigating the development condition of the securities market of our country both from the readability and the degree of attribution.The end is about the research summary and some imaginations of study in the future.It adopts the theoretical research and empirical analysis methods to 2008 Shenzhen and Shanghai Stock Exchange listed companies to disclose all the data for the annual report samples, then get the whole conclusion. Raises standards of listed companies'annual report language and a proposal about reduction in the conduct of the language.