经营绩效反

发布时间：2018-05-25 01:19

本文选题：经营绩效反馈 + 环境不确定性　；参考：《工业技术经济》2017年06期

【摘要】：基于2012~2015年深沪两市A股上市公司样本数据,对经营绩效反馈和企业广告投入之间的关系进行了理论分析和实证检验,并进一步考察了环境不确定性的调节作用。研究结果表明:(1)当企业未实现资本市场经营预期时,随着实际绩效低于经营预期程度的增大,企业广告投入将减少;(2)当企业实现资本市场经营预期时,随着实际绩效高于经营预期程度的增大,企业广告投入将增加;(3)当企业未实现资本市场经营预期时,与低不确定性环境相比,高不确定性环境中企业经营绩效负反馈对广告投入的负向影响将增强;(4)当企业实现资本市场经营预期时,与低不确定性环境相比,高不确定性环境中企经营绩效正反馈对企业广告投入的正向影响将增强。
[Abstract]:Based on the sample data of A-share listed companies in the Shenzhen and Shanghai stock markets from 2012 to 2015, this paper makes a theoretical analysis and empirical test on the relationship between business performance feedback and corporate advertising investment, and further investigates the regulatory role of environmental uncertainty. The results show that when the enterprise does not realize the expectation of capital market operation, with the increase of actual performance below the expected level of operation, the investment in advertising will be reduced.) when the enterprise realizes the expectation of capital market operation, With the increase of the actual performance higher than the operating expectation, the enterprise advertising investment will increase.) when the enterprise does not realize the capital market operation expectation, compared with the low uncertainty environment, In high uncertainty environment, the negative effect of negative feedback on advertising investment will be enhanced) when the enterprise realizes the expectation of capital market operation, compared with the low uncertainty environment, the negative effect of negative feedback on advertising investment will be enhanced. In the environment of high uncertainty, the positive effect of positive feedback on enterprise advertising investment will be enhanced.
【作者单位】：华南理工大学;
【基金】：国家社会科学基金重点项目(项目编号:15AGL003) 教育部重大攻关项目(项目编号:15JZD020) 华南理工大学中央高校基本科研业务费社会科学类项目(项目编号:2015ZDXMPY02)
【分类号】：F275;F713.8;F832.51

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