不同行业的企业形象要素体系的共性与个性

In the early part of this century, with the change from the seller's market to the buyer market, the competition between companies changed from product competition, selling competition to corporate image competition, and companies began to consciously build corporate reputation through fast developed mass media. As a result, a series of methods to build corporate image were created, such as advertising, public relations and corporate identify system(CIS), which ,in turn, promoted the development of the research of corporate image. The factors of corporate image have been the central issue of the corporate image research, for the probe of this issue is of great significance to both the development of corporate image theory and the practice of corporate image building. As far as the literature we have gathered is concerned, the exiting research on this topic either remains at the level of qualitative investigating and induction, or is limited in some particular industry. Therefore. There bean no commonly accepted corporate image theory so far. In the recent years, with the introduction of competition mechanism and the establishment of the company. As subject position in the market, the building of corporate image gas been developed quickly in our country, and the development of practice imperatively requires the guide of scientific theory. On the basis of the analysis and summarization of the research of the predecessors, the present dissertation attempts to do some investigation and research work on the common and individual characteristics of corporate image factors of the companies in different industries in our country. The method of questionnaire survey is used in the present research. The subject sample is gathered on the basis of convenience and feasibility, and at the mean time, some consideration is also given to straticulate randomization principles. The subjects are asked to select one of their most familiar companies, and determine the important of even item in the questionnaire to the selected company(i.e. the importance assessment), and then, determine the grades the selected company gains on every item(i.e. the image assessment). The discriminant analysis of corporate image of different industries. The selected sample is grouped and coded according to the standard of industry classification. The discriminant analysis is done with the selected companies as the sample and the grades of image assessment as the variables. The result indicates that industry variable is an important standard of the classification of corporate image, and the companies in the same industry are more similar in corporate image. The analysis of the common and individual characteristics of corporate image of different industries. Firstly, in every industry, the items are sieved according to the grades of importance assessment, and exploratory factor analysis is done with grades of image assessment on the selected items as the variables. Secondly, the factors drawn from every industry in arranged in order according to their importance. The result indicates that the corporate image of different industries shares some common characteristics, for there exist common factors among different industries. In the mean while, the corporate image of different industries has its individual characteristics, that is, there is some difference in the domain of the factors, and in the order of the factors(including the difference of the principle factor).

中国企业员工组织承诺研究

The research objectives were to investigate the psychological structure of employees' organizational commitments(OCs), and its antecedents, and to examine the relative effects of employees' OCs to their performances. In order to deeply uncover the nature of OCs, some standard methods, such as in-depth interview, focus-group, semi-open questionnaire, standard questionnaire etc., were employed. In data analysis, not only some common statistical methods, such as multivariate analysis of variance, cross-table analysis, factor analysis, but also some forefront ones, such as confirmatory factor analysis and path analysis of SEM, were used. The paper covers six chapters: 1) In the first chapter, Firstly some previous empirical studies, which examined structures, antecedents, correlates, and/or consequences of organizational commitment in China and Western countries, were summarized. This summary covers most of the respectable researchers' works of this field, such as H.S.Becker, B.Buchanan, L.W.Porter, G. Ritzer, H.M.Trice, J.A.Alutto, L.G.Hrebiniak, R.T.Mowday, J.P.Meyer, N.J.Allen, G.W.McGee, R.C.Ford, R.Eisenberger, etc. Then three theoretical hypothesis were put forward as following: ① In China, OCs should be multidimensional psychological structures, which means there should exist more than one type of OCs; ② There should be some different antecedents to different OCs; ③ Employees with different types of OC should perform differently in their works. Finally the theoretical and practical significance were discussed. 2) In the second chapter, great efforts were made to investigate the OC types. Firstly, in-depth interview with managers and employees, semi-open questionnaire, and some other methods were used in the pilot research to gather much qualitative material. Then OC questionnaire was designed to get quantitative data in about 20 enterprises, including state-owned, collective-owned, wholly foreign-funded, and joint-ventures. During revising of this questionnaire, there were about 5000 samples surveyed. after factor analysis, the data shows that there should be 5 types of OCs in China, which were respectively named as Affective Commitment, Normative commitment, Ideal Commitment, Economic Commitment, Choice Commitment. Thirdly, confirmatory factor analysis method was used to successfully confirm this 5-factor model. Finally, Cronbach a and test-retest correlate indicate that this questionnaire is reliable. Since factor analysis result has show its construct validity, a simple criterion-related validity research was conducted. 3) In order to investigate the correlation between different OC and employee performance and different antecedents of OC, 5 other questionnaires, such as Employee Satisfaction Questionnaire, Perceived Organizational Support Questionnaire, Social Exchange Questionnaire, Altruism Scale, and Leader Confidence Scale were revised in the third chapter. 4)In the fourth chapter, a lot of correlates, cross-table analysis were conducted to show the correlation between different OCs and 10 performances, which indicate employees with different OCs will show different performance in 10 variables, such as altruism, etc. 5) In the fifth chapter, correlate analysis, multivariate of analysis, and path analysis of SEM were used to investigate the antecedents of OC. A satisfactory model showing the correlation between OC and their antecedents was confirmed. 6) In the last chapter, all researches about OC, and its limitations were summarized.

应激源，缓冲因素及其关系——中美大学生应激的跨文化研究

Questionnaire of Stressors, which was constructed earlier, and Resilience Factor Scale were applied on 252 Chinese University students and 207 American University students. Reliability and validity tests were applied on the data. Results are as following: 1. Cronbach α coefficient of both scales were tested and showed good results. Construction validity of them was also tested by applying Factor Analysis on the data. The results are good. 2. Stressors of University students consist of three factors, named Survival Anxiety, Social Anxiety, and Role Stress. Resilience Factors consist of Social Support and Self-Efficacy. They affected each other. Significant correlation was found among those five factors. 3. Significant differences were found between Chinese sample and American sample in the scores of most items of the two scales.

保险推销员自我效能感及其工作模型

The research studied self-efficacy and job mechanism of insurance salesmen in China by the methods of in-depth interview, focus-group, semi-open questionnaire, standard questionnaire. There were about 1300 samples surveyed. The way of data analysis such as factor analysis, correlation analysis, regreesion analysis and structure equation was used. Four following conclusions were drawn: First, self-efficacy of inssurance salesmen in China consists of eight factorswhich are interview skills, manner, persistence, control of emotion, plans and comments, master of knowledge, intuition and judgement, preparation. Second, the relationship between self-efficacy and other job variables such as achievement motivation, work incentive, coping strategy, view of ability, performance, goalsetting, colleague relationship, the way of feedback from leader, job satisfaction and exertion were tested and all the correlations were significant. Third, regression analysis was used to test the relationship between self-efficacy and the antecedent variables. The result was that four antecedent varialbes enter equation (p<.05). They are self-oriented achievement motivation, stability of emotion, performance and colleague relationship.. Finally, vertified by path-analysis, the research posits a comprehensive model about job for insurance salesmen, in which self-efficacy was the most important factor. On the one hand, self-efficacy has dominant effects on the consequent variables, such as mastery goal, performance- approach goal, job satisfaction, exertion, coping strategy, on the another hand, self-efficacy was found as mediator of the relationship between the antecedent variables and consequent variables.

国营企业中激励机制的个案研究

This research objective was to investigate the working motivation in a large state-owned enterprise, Luoyang White Horse Company Group in Henan Province. Some standard methods, such as in-depth interview, questionnaire were employed. This research is divided into two parts: 1. The first is to investigate the factor structure of working motivation, by the way of survey questionnaire. 2. The second is to do a case study to the White Horse Company, by using survey questionnaire and interview methods. The results shows that: 1. Eight factors are extracted by the Exploring Factor Analysis. These factors include: material reward factor, leader factor, fairness factor, goal factor, mental reward factor, development factor, job factor, participation factor. The overall explanation is 56.0%. 2. By the One-Way ANOVA and Multiple Comparison, it is found that: working age, age, sex, education background, income and assignment all have a notable effect on some of the eight factors. 3. By the case study to the White Horse Company, it is found that there still is no a perfect motivating mechanism in the White Horse Company and the disproportion of reward and punishment has a disadvantageous effect on the worker's productivity.

人格特征对销售员绩效的预测

This research aims to discuss it is the complexity of interpersonal association and job autonomy that influence the predictive validity of personality for job performance. In addition, for service profession, incumbents' personality can predict not only contextual performance, but also task performance. Salesclerks in shopping center and life insurance agents are selected as subjects. The job performance rating scale is produced by using Critical Incidents Technique. The research method is measuring NEO-PI and collecting direct supervisors' rating of salespeople's job performance. The research results are as follows: 1. The factor analysis result of job performance is different from the west. That is to say, the support for organizations which belongs to contextual performance in the west can not be distinguished from task performance. Therefore, in China, or to say in the shopping center selected, task performance includes both technical proficiency and the support for organizations, and contextual performance includes job dedication and interpersonal facilitation. 2. For salespeople, personality can be the antecedent of contextual performance and task performance as well. However, the predictive validity for task performance is very low. 3. The more complexity of interpersonal association, the stronger relationship between personality and job performance. 4a. The correlation between job performance and facets of Big Five is higher than the one between job performance and factors of Big Five, such as Agreeableness, whose facets have different impacts on job performance, some positive and others negative. 4b. The correlation between personality and the items of job performance rating scale is higher than the one between personality and the factors of job performance. 4. Working experience is the moderator of the relationship between personality and job performance. For salesclerks, only if the working experience of subjects is less than 3 years, achievement striving-one facet of conscientiousness-is significantly correlated with the ratio of finished sales volume at 0.01 level.

中学生日常烦恼和缓冲因素的研究

This study is a research on the stress of the secondary school students. The whole work included the construction of the Daily Hassle Scale of the Secondary School Students and the research on the mediate factors of the stressors. Six kinds of the daily hassle were found by the factor analysis: problem with academic performance, problem with school life, problem with teachers, problem with family, problem with heterosexual relation, problem with self-esteem. The reliability and validity of the scale is high. By the regression analysis of the SCL-90 score, we found that the factors which influence the physical and mental health of the secondary school students are the personal character(neuroticism, locus of control), daily hassle (problem with academic performance, problem with heterosexual relation) and age.

品牌形象的消费行为学分析

Brand image is the attributes set and the related associations of a brand in consumers mind, and it is the subjective reflections of brands. The paper explored the factors of brand image system and their weight. As the traditional means to evaluate weight coefficients are not perfect, a new method, conjoint analysis, was attempted. The factors of brand image were explored through questionnaire. Sports sneaker, toothpaste, and personal stereo were chosen as product sample, and four hundred and twenty university students from Tangshan city and Beijing as subjects(each person evaluated two kinds of products). The first two kinds of products were requisites of students, and sports sneaker belonged to High conspicuous products and toothpaste was low conspicuous product. On the other hand, personal stereo was the sample of development and entertainment products. Several factors of three products brand were taken out with factor analysis. In order to explore the weight of the brand image factors, a contrast of factor contribution ratio method, holistic quartation method and conjoint analysis is made here. Twenty university students evaluated the weight of the image factors of three kinds of brand with holistic quartation method, then they gave the weight of personal stereo with conjoint analysis method. Product function, advertising and propaganda, symbolic meaning, market orientation, brand appetency, consuming experience are the factors of sports sneaker brand image. Product function, advertising and propaganda, market orientation, product grade, corporation image are the factors of toothpaste brand image. Corporation image and product function, advertising and propaganda, consuming experience, symbolic meaning, price and function ratio are the factors of personal stereo brand image. So the hypothesis was proved that brand image is an ordinal and organical system, "ordinal" means the weight of factors are different, "organical" means that brand image can be deposed into several factors and the factors belonged to function components and meaning components (function components are the factors about physical characteristics and function, which are called "hard factors"); meaning factors are those that can show the personality、value and lifestyle of consumers, which are called "soft factors". The research also gave evidence of the hypothesis below: the factor structures of brand image of different product category have commonness and individuality; the function components of low conspicuous products are more important than the high conspicuous products. The exploration of conjoint analysis is what the paper seeks to be some creative in some degree.

从第四轮“关于科研单位的组织与业绩的国际比较研究”（ICSOPRU）看满意度对科研单位业绩的影响

What role satisfaction plays in the factors contributing to performance continues to be a major area of interest in the study of industrial and organization psychology, but there is a lack of quantative study dealing with this question in research units. The author has a try in this paper to answer this question using the data from China, Ghana, Hungary and Mexico of the Fourth Round International Comparative Study on the Organization and Performance of Research Units (ICSOPRU). The data-analysis include the principle component factor analysis of the performance and the satisfaction items in the Fourth Round ICSOPRU Questionnaires, and the multiple classification analysis, the multivariate nominal analysis of the performance and the satisfaction factors. The main findings show that a certain facet of the satisfaction explains the largest proportion of variances of a certain dimention of the performance and has a higher relative importance in contributing to the understanding of the performance. There also a comparison between the results from the four countries and that from China.

大学生应激应付研究

In this study, we made research on coping with stress in undergraduate students. The whole work included two parts: (a) We developed the Coping Strategies Questionnaire and had it tested. Five kinds of coping strategies were found by factor analysis: Problem Solving, Passive Acceptance, Support Seeking, Emotion Regulation, and Unadaptation. The reliability and validity coefficients of the questionnaire was high. (b) We examined the relations among personality characteristics (Locus of control, Extraversion, Neuroticism), emotion state, cognitive appraisal (psychological pressure, controllability, resource of social support), and the specific coping processes in several specific stressful events. The results indicated that coping have some degree of consistency across different situations which suggested that there is a general coping tendency, and that this general coping tendency, in addition to the above considered variables, have different degree of effects on subjects' choice of specific coping strategies. Finally, theoretical model of the relationship was tested through path analysis.

中国版一般能力倾向测验的信度和效度的初步检验

General aptitude tests have been playing an important role in vocational guidance and preliminary personnel selection. The present research aimed at the estimation of the reliability and validity of the preliminarily constructed Chinese version of the General Aptitude Test Battery (GATB). A Chinese version of GATB was developed on the basis of the Japanese version of GATB at first. It was then administered to a sample of nearly 500 secondary school students in Beijing City. And its reliability and validity were studied through a series of univariate and multivariate statistical techniques. The results showed that the reliability of the test battery and the criteria-related validities of some subtests were acceptable. Concerning construct validity, three or four common factors were identified by exploratory factor analysis, and a simpler reasonable four-factor-solution was approached by confirmatory factor analysis; desirable group differences were also discovered by analyses of variance and multivariate analysis of variance. Generally, it has been demonstrated that the reliability and validity of the Chinese version of GATB constructed in the present research are satisfactory.

电视广告作品评价的消费行为学研究

The quality of advertising copy is an important component of advertising service. An advertising system with only copy design and production but without evaluation is imperfect. Establishing an evaluation system of television advertising copy is the principal purpose of the present work. In terms of consumer behavior, the work focused on consumers' evaluation-in-general of T commercials. The research consisted of three subprograms. The first subprogrom was associated with the basic factors in the evaluation of television advertising copy. The second one was related to the relative importance of those basic factors. The last one was related to the way in which the consumers' synthetic evaluation of copy under multidimensions. These subprogram composed the evaluation system of television advertising copy. In the study of the first subprogram, by the use of a variaty of "multistage evaluation scale", a survey into consumers' evaluation-in-general of television ads was made, which obtained five factors, namely, credibility, attractiveness, suitability, cognition and affect impact, through factor analysis (Cum.Pct. = 56.2%, α = 0.84). The study of second subprogram acquired their relative weights by a popular method of weight in the area of decision analysis, the result was as followings: credibility-0.27, attractiveness-0.24, suitability-0.18, affect impact-0.16, cognition-0.15; and fanally, under the condition of quasi-experiment, the third studyestablished a mathematical model of the synthetic evaluation of television ad copy, which was expressed as O = ΣF * W, through a "synthetical" method of multidimensional decision making.

大学生吸烟行为研究

After revising Russell Motives for Smoking Questionnaire(RMSQ,1974), 317 smoking students and 270 non-smoking students in Beijing are studied. Factor analysis on RMSQ showed that there are four factors: Indulgent, Stimulant/Sedative, Addictive and Social, which cause students to smoke. All the four motives are positively correlated to Psychoticism, and excluding Stimulant /Sedative, the other motives have a negative correlation with the scores on the EPQ Lie sclae. The revised RMSQ has a high reliability and validity in China.