A Study on the Signaling Mechanism of Corporate Reputation

被引:0
|
作者
Jing, Liang [1 ]
Lei, Wang [2 ]
机构
[1] Zhejiang Univ, Sch Management, Zju, Hangzhou, Zhejiang, Peoples R China
[2] Hangzhou Dianzi Univ, Sch Management, Hangzhou, Zhejiang, Peoples R China
来源
2007 INTERNATIONAL CONFERENCE ON WIRELESS COMMUNICATIONS, NETWORKING AND MOBILE COMPUTING, VOLS 1-15 | 2007年
关键词
corporate reputation; perceived quality; information cost;
D O I
暂无
中图分类号
TP39 [计算机的应用];
学科分类号
081203 ; 0835 ;
摘要
The asymmetric Information universally exists in the market, especially for consumers' complex purchase behavior, the difficulty of comprehending the intrinsic attributes of the product would induce "adverse select" behavior. As the accumulative asset of a company, the formation of reputation is path-dependent, so reputation can represent the consistent quality of the product, and help consumers make right decision on product quality with lower searching costs under information asymmetry condition. Based on an empirical investigation in the notebook market, this paper would analyze the signaling mechanism and the impact on consumer's behavior of corporate reputation, and then provide advice to corporate reputation management. In the end the paper would summarize the future research.
引用
收藏
页码:3277 / +
页数:2
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