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在互联网时代,网络危机事件频繁出现,组织声誉的外部关联现象比以往更加突出并呈现出新的特征,这些都为组织声誉管理提出了新的挑战。本研究在对已有的组织声誉以及其外部关联性相关研究进行总结与评述的基础上,采用扎根理论方法对“郭美美与红十字会危机”事件进行研究,构建出“关联要素直觉系统推理系统一关联形成”模型,揭示了互联网时代组织声誉外部关联形成的社会认知过程,并结合认知心理学中的启发式判断、责任推断等原理进一步探讨了这种社会认知过程背后的深层次原因和机制。
In the Internet era, the frequent occurrence of cyber crisis, the external association of organizational reputation more prominent than ever before and showing new features, which have posed new challenges for organizational reputation management. On the basis of summarizing and commenting on the existing organizational reputation and its related research on external relevance, this study uses the method of grounded theory to study the “Guo Mei Mei and Red Cross Crisis” events and builds the “Relevance Factors Intuitionistic system inference system to form a ”model, which reveals the social cognition process formed by the external association of organizational reputation in the Internet age, and further explores the social cognition by combining the heuristic judgment, responsibility inferring and other principles in cognitive psychology The underlying causes and mechanisms behind the process.