The Study Of The Corporate Reputation Influencing Factors Of Consumer Perceiving Purchasing Online

Corporate reputation has been drawing more and more people's attention in recent years.Some scholars point out that the next field of competition is the competition of corporatereputation. Establishing and managing corporate reputation are becoming the common voiceof many companies. In past researches, some scholars have argued that corporate reputationcan effect customer's behavior and promote their loyalty.Recently, with the Internet'sflourishing development, online selling corporation are growing up rapidly. At present, onlinepurchasing consumers have possessed a certain scale, and upper potential increase speed.Research showed that, seeing from the long term management of online purchasing, the placeof online selling corporates in the consumers is more important.So it is very necessary tostudy the influencing factors of online selling corporate reputation. Compared with corporatereputation of tradition industry, whether practice, management or academic research, thestudy of network corporate reputationis less.Therefore, based on a number of related literatures, the factors of influencing consumerperceiving corporate reputation purchasing online and their relations will be studied in thisthesis through the demonstration. To begin with, correlative literatures of corporate reputationlook back are looked back, and its conceptions and influencing factors are sumed up. Then,the hypotheses of this thesis, the impacts of the factors on consumer perceiving purchasingonline corporate reputation are brought forward; and factors model is designed. The followingwork is research questionnaire design and data collection. After the statistical analysis of therecalled valid questionnaires, the effects of factors on consumer perceiving purchasing onlinecorporate reputation are validated and the model is modified. And, it is expatiated that theresearch has great significance to the effective corporate reputation management. It providesthe company the scientific foundation to make the effective strategy, obtain and keep thecompetitive advantage. In the end, the thesis points out the achievements, limitations, andfurther study orientations, expecting to provide realistic support for actual practices and to setan example for further research.