Structure And Influencing Factors Of Integrity Personality For Entrepreneur

Integrity is the traditional virtue of China, but with the development and transformation of China's market economy, lack of integrity has become a serious social problem, one of which is especially of concern in enterprise's integrity. Enterprise's integrity still has to trace back to the entrepreneur's integrity.From the perspective of personality psychology, this research uses literature analysis, questionnaires, free classification, multi-dimensional scaling analysis and individual interviews etc to explore and analyze the personality structure and influencing factors of entrepreneur's integrity. We attempt to reveal the nature and the laws of integrity's development.Through multi-dimensional scaling(MDS) method,the research find that positive and negative personality structure of entrepreneur's integrity all contain four dimensions. Positive facets are goodness, credit, devotion, optimism and selflessness; negative facets are selfishness, sloth, insincerity, cunning. Compared to the Chinese "big seven" personality structure and the other structure of integrity, there is a better fit among them. It also shows that the MDS is an effective method to explore the personality structure.For the influencing factors of the integrity, with the help of QSR Nvivo7.0, the results indicate integrity is mainly influenced by individual characteristics and state (ICS), social interaction (SI), cultural and environmental (CE) factors. In addition, ICS is divided into personal characteristics and status as well as other characteristics and status; SI is divided into the emotional, tool and character aspects'contents; CE is divided into social environment and culture, family life and education and so on. What's more, the tool interaction is one of the most important factors. It shows that integrity is not only a kind of moral norms but also a strategy and method of gaining benefit.This study, based on the local culture, researches about enterprise staff's integrity psychological structure and factors, and reveals the essence of development of integrity, and helps to deepen the understanding of the current credit construction, in an attempt to provide certain theoretical reference.