Research On The Choice Of Enterprise’s Credit Behavior From The Perspective Of Reputation Mechanism

With China’s entry into the global credit system,it is increasingly urgent and necessary to solve the lack of corporate credit,which puts forward new requirements for the constraint and guidance of corporate credit behavior selection.At the same time,the construction of the state-owned business environment continues to leap forward,but due to the problems of information asymmetry and lemon market in the market,the problems of enterprise integrity occur frequently.Credit supervision and enterprise credit are still the core hot issues in the construction and optimization of business environment in the new era.In order to stimulate the vitality of market subjects,restrain and guide decision-making participants’ honest behavior and optimize the business environment,on the premise of summarizing the relevant literature of enterprise credit theory,this paper explains the influence of state-owned business environment,technical characteristics and development goals on the choice of enterprise credit behavior in the new era.At the same time,based on the analysis of the particularity of the cost-benefit and the main factor of the evaluation index,this paper explores the interaction mechanism between the pursuit of corporate reputation and the choice of credit behavior.In the process of explaining the particularity of the main factors of the enterprise credit evaluation index from the perspective of reputation,this paper selects the special index of credit evaluation from the perspective of reputation,and introduces the corresponding concept connotation.These indicators are different from common enterprise credit evaluation indicators.In order to reduce the correlation of various indicators under the reputation perspective,this paper uses exploratory factor analysis to analyze the 33 periods of data of 13 variables of 98 central enterprises.Through the analysis,we get three main factors: external environment and performance ability,business status and self-identity,public image and social identity.Corporate reputation influences the choice of corporate credit behavior by restricting and regulating the cost-benefit of credit behavior.The credit behavior of enterprises can help enterprises togain the recognition of stakeholders and enhance the reputation of enterprises through performing contracts,maintaining the effectiveness of market mechanism,improving the efficiency of institutional intervention,promoting the progress of science and technology and other channels.Therefore,there is the possibility of realizing virtuous circle interaction between them.The key to realize their positive interaction is to guide the enterprise’s decision-making behavior goal and the pursuit of positive social identity,and on this basis,to enhance the reputation spillover effect by using reputation communication mechanism,so as to promote the enterprise to choose the integrity behavior strategy.Based on the analysis of the effective conditions of reputation mechanism,this paper divides reputation mechanism into three parts: repeated trading game,information transmission and reputation damage punishment.In this paper,reputation and corporate integrity behavior are combined,and the static game model of incomplete information is used to compare and analyze the choice of corporate integrity behavior strategy with or without three-party intervention,from which some policy reference is drawn.In order to promote the integrity of enterprises and enhance the probability of successful transactions,we should improve the camouflage cost of enterprises from the institutional level,reduce the sales price of high-quality products and services from the market level,and reduce the production cost of high-quality products and services from the technical level.At the same time,through the dynamic game analysis,we get the conclusion that reputation makes the integrity trade balance in the process of repeated trade.The special role of reputation cannot be played without an effective mechanism.On the basis of clarifying the process of enterprise transaction game,this paper puts forward some countermeasures and suggestions to enhance the effectiveness of enterprise reputation mechanism and promote enterprises to choose honest behavior.These countermeasures and suggestions include perfecting the game mechanism of repeated transactions,information transmission mechanism and reputation destroying punishment mechanism,etc.In particular,the paper puts forward suggestions for improving the information transmission mechanism according to the characteristics of information transmission inthe new era,and puts forward reference for improving the reputation punishment mechanism from two aspects of "individual implementation" and "social implementation".It is hoped that these suggestions can effectively enhance the effectiveness of reputation mechanism in the new era,give full play to the role of enterprises’ subjective initiative,and then better restrict and guide the integrity behavior of enterprises,and promote the continuous leap forward of business environment in the new era.