管理评论

›› 2019, Vol. 31 ›› Issue (9): 291-304.

• 案例研究 • 上一篇    

互联网企业负面事件信任修复策略的市场反应研究——基于百度“魏则西”与“竞价排名”事件的案例分析

李建良, 李冬伟, 张春婷, 沈鹏熠   

  1. 华东交通大学经济管理学院, 南昌 330013
  • 收稿日期:2018-06-20 出版日期:2019-09-28 发布日期:2019-09-29
  • 通讯作者: 李冬伟(通讯作者),华东交通大学经济管理学院教授,博士
  • 作者简介:李建良,华东交通大学经济管理学院副教授;张春婷,华东交通大学经济管理学院硕士研究生;沈鹏熠,华东交通大学经济管理学院副教授,博士。
  • 基金资助:

    国家自然科学基金（71362001；71762011）。

Market Reaction to Internet Enterprise Trust Repair Strategy——A Case Study of Baidu Wei Zexi and PPC Event

Li Jianliang, Li Dongwei, Zhang Chunting, Shen Pengyi   

  1. School of Economics and Management, East China JiaoTong University, Nanchang 330013
  • Received:2018-06-20 Online:2019-09-28 Published:2019-09-29

PDF (PC)

552

摘要：

通过文献梳理和分级编码方法对百度在“魏则西”和“竞价排名”两个诚信型负面事件下采取的信任修复策略进行划分和判断。多元线性回归结果表明，针对诚信型负面事件，互联网企业的语言修复与行为修复策略、政府制度修复策略均能积极修复社会公众对企业信任；独立样本T检验结果和累积超额收益率折线图的分析结果显示，对于诚信型负面事件，行为修复比语言修复更能产生正向的市场反应；强调企业正面属性的仪式型行为比补偿的实质型行为更能产生积极的市场反应；政府制度修复比企业修复策略市场反应更积极；企业在上市所在国发布信任修复信息比在企业所在国发布信任修复信息所产生的市场反应更积极。基于此，为互联网企业和政府在信任修复过程中发挥作用提出建议。

关键词: 互联网企业, 负面事件, 信任修复策略, 市场反应

Abstract:

Through literature review and data coding, the paper explores trust repair strategies adopted by Baidu in the "Wei Zexi" and "pay per click" events which are integrity negative events. The multiple linear regression results show that for the integrity negative events, the language and behavioral repair strategy and the government system repair strategy can positively repair public trust on an Internet company. T test and cumulative excess return rate line graphs show that market reaction to behavioral repair strategy are more positive than language repair strategy for integrity negative events. Market reactions to ritual behaviors that emphasize positive attributes of enterprises are more positive than compensated substantive behaviors. The short-term market reaction of timely system repair strategy of the government is more significant than that of the continuous system repair strategy. The market reactions to the government system repair strategy are more positive than that to the trust repair strategy adopted by the enterprise. The market reactions to repair strategy applied by Internet companies in the country where the enterprise is listed are more positive than that of the same repair strategy applied in the country where it is located. Based on this, the paper puts forward some advice for Internet companies and governments in relation to trust repair after integrity negative events.

Key words: Internet companies, negative events, trust repair strategy, market reactions