产品质量危机情境下公开认证的效果、印象管理风险与投资者反应  

Effectiveness of Public Certification in a Product Quality Crisis Scenario, Impression Management Risk and Investor Reaction

作　　者：杨洁[1] Yang Jie(School of Management,Northwest University of Political Science and Law,Xi’an 710199)

机构地区：[1]西北政法大学管理学院,西安710199

出　　处：《管理评论》2023年第1期75-88,共14页Management Review

基　　金：教育部人文社会科学基金项目(18YJC630224);陕西省创新能力支撑计划-青年科技新星项目(2021KJXX-44);陕西省教育厅一般项目(20JK0403)。

摘　　要：当组织负面事件回应体现“言”与“行”不一时,存在被感知为印象管理的风险。本文用一个两阶段Heckman Probit模型,以快速消费品行业负面事件后股市反应为因变量,检验了产品质量危机情境下企业公开认证的效果、风险以及影响风险感知程度的因素。研究结果表明,负面事件后,企业公开所持有的认证资格可以降低股市异常收益;但是,当威胁与企业所持有证书在同一领域时,受质疑的风险负向调节公开认证对其股市异常波动的影响作用。研究结果进一步表明,企业特定领域的声誉越高,质疑风险的负向调节作用越大;企业公开认证的认知权威性越大,质疑风险的负向调节作用越大。本文探索了投资者对企业危机情境下公开认证这一印象管理修辞符号的反应,为企业与外部沟通时应该考虑策略风险提供理论支持,同时描绘了企业进行印象管理时被感知风险的边界条件,激发企业对长期持有的沟通观点的反思。When an organization’s response to a negative event reflects a discrepancy between words and deeds, there is a risk that it will be perceived as impression management. Using a two-stage Heckman Probit model with the stock market reaction after a negative event in the fast-moving consumer goods industry as the dependent variable, this paper examines the effect of public certification, the risk and the factors influencing the perception of risk in a product quality crisis situation. The results show that a company’s disclosure of the certification can reduce abnormal stock market returns after a negative event;however, when the threat is in the same domain as the organization’s held certification, the risk of being questioned negatively moderates the effect of public certification on its abnormal stock market volatility. The findings further suggest that the higher the organization’s domain-specific reputation, the greater the negative moderating effect of questioned risk;the greater the perceived authority of the organization’s public certification, the greater the negative moderating effect of questioned risk. This paper explores investors’ reactions to the impression management rhetorical symbol of public certification in corporate crisis scenarios, providing theoretical support for the strategic risks that should be considered when communicating with external parties, while depicting the boundary conditions of perceived risk when organizations engage in impression management and stimulating reflection on long-held communication perspectives.

关 键 词：危机情境 公开认证 印象管理风险 投资者反应 

分 类 号：F426[经济管理—产业经济] F832.51F273.2