信息技术的快速发展和广泛应用，与深刻变革的现实社会相互激荡，引发了政府治理环境的巨大变化，公共管理也进入了数字治理时代。在此背景下，公共部门的组织声誉研究正成为国内外公共管理研究的热点问题。然而，既有研究主要基于西方语境，关于中国地方政府组织声誉建构的研究仍非常匮乏，相关困惑也缺乏研究和解释，如：中国的地方政府如何利用互联网平台进行声誉建构？受到哪些因素的影响？中国特色的央地关系等制度设计是否以及如何影响地方政府的声誉建构行为？这些困惑构成了本文的研究问题。本文将组织声誉理论与中国情景深度结合，在借鉴IAD和TOE框架的基础上，从宏观、中观和微观三个层次，建立了“制度—环境—行动者”分析框架，分别从府际关系视角、环境压力视角和官员激励视角，对省、市、县三级地方政府组织声誉建构进行全景分析。本文利用网络爬虫技术，抓取了2015年至2019年31个省级、281个市级和2020个县级政府的信息公开文本数据，合计约2亿条，建立了信息公开文本库。通过有监督的机器学习方法，利用梯度决策提升树算法实现对文本大数据的处理，建构了包括139920个观测值的声誉建构数据库。结合本文建立的地方政府官员数据库、新闻媒体报道库和地区特征数据库等，进行了实证检验和分析。研究发现：（1）省、市、县三级地方政府在组织声誉建构模式上既有一致性，又有显著的异质性。总体来看，对绩效性和道德性声誉关注最多，程序性声誉次之，对技术性声誉关注相对较少。（2）官员年龄、任期和来源等特征变量会显著影响地方政府组织声誉建构模式。如，官员年龄较小的，会更加重视绩效性声誉建设；在任期中后期会更侧重于绩效性或程序性声誉建设。（3）当地方政府在面临不同类型的压力时，会采取差异化的声誉建构模式。如，当“自上而下的压力”较大时，地方政府往往会强调绩效性声誉；当“自下而上的压力”较大时，往往会加强道德性声誉建设；当“上下双重的压力”都较大时，往往会加强程序性声誉建设；同时还受到来自横向竞争对手的压力，存在典型的“学习”和“竞争”效应。（4）在官员特征间以及官员特征和环境压力间，存在显著的交互效应，也会对声誉建构产生影响。本研究扩展了组织声誉理论在中国情境下的适用性，揭示了中国特色制度背景下环境压力和官员激励因素的作用机制，丰富了组织声誉建构的理论解释，深化了对我国地方政府组织声誉建构的理解。
The rapid development and wide application of information technology, and the profound change of the real society, triggered a huge change in the government governance environment, public administration has entered the era of digital governance. In this context, organizational reputation has been an important topic in public management research and the organizational reputation theory had been tested in various countries. However, how Chinese local government manage their reputation is lacking. With regard to this, I propose the following research questions: How do Chinese Local governments use internet to build their reputations? What are the influencing factors? Does and how does China's institutional design affect the reputation management of local governments? In this study, the theory of organizational reputation is deeply combined with the Chinese public management scene. Based on IAD and TOE frameworks, this study establishes an analysis framework of “Institution - Environment – Actor” from three macro, medium and micro levels. A panoramic analysis is made on the reputation construction of provincial, city and county local government organizations, from the perspective of inter-government relations, environmental pressure and official incentive, The study established a unique database of government information texts from 31 provincial, 281 municipal and 2,020 county governments in China from the year of 2015 to 2019, with a total of about 199 million texts. Through the supervised machine learning methods, these big data are processed by using Gradient Boosting Decision Tree algorithm, and the reputation construction database of local government with 139,920 observations is constructed. Combined with the local government official’s database, newspaper news database and regional database established in this study, the empirical research is conducted.The empirical results show that: (1) there is not only consistency but also heterogeneity in the organizational reputation construction pattern of provincial, city and county local governments. In general, local governments pay the most attention to performative and moral reputation, followed by procedural reputation, and the least attention to technical reputation. (2) Official characteristics, such as age, tenure and original position, will significantly affect the construction pattern of local government organization reputation. For example, when officials are younger, they pay more attention to the construction of performative reputation. In the middle and later period of tenure, they prefer procedural reputation building. (3) When local governments face different types of pressure, they will adopt different reputation management strategies. For example, when “top-down” pressure is strong, local governments tend to emphasize performative reputation; When the “bottom-up” pressure is high, the moral reputation will be strengthened. When both the “top-down” and “bottom-up” pressures are strong, the procedural reputation will be strengthened. And due to the horizontal competition, local governments also face pressure from horizontal competitors in reputation management, which has a typical “learning” and “competition” effects. (4) There are significant interaction effects not only between official characteristics, but also between official characteristics and environmental pressure, which will influence the reputation management pattern.This study expands the applicability of organizational reputation theory in the Chinese context, reveals the mechanism of environmental pressure and political incentive factors under the institutional background of China, enriches the theoretical explanation of organizational reputation construction, and deepens the understanding of organizational reputation construction of local government in China.
