In the market, the relation between enterprises and between consumer and enterprise are based on contract and credit, and the credit of an enterprise is always represented by its reputation. As the complexity and competition are more and more intensive, rebuilding of corporate reputation has become a key issue of the modern enterprise credit management. This article empirically analyzes the factors that affect corporate reputation rebuilding from the perspective of consumers＇ perception in the electronic and Information industry, aiming to provide a theoretical basis for reputation rebuilding. According to the results, we discover that： 1. the quality of enterprise products, quality/price ratio and product durability have a significantly positive relation with easiness of reputation rebuilding; 2. the malicious, the discrimination, and the range of breaking reputation all have a significantly negative relation with easiness of reputation rebuilding; and 3. the crisis communications of attitude, disclosure transparency of corrective activity and truth of disclosure are significantly related to easiness of reputation rebuilding.%在市场经济条件下，契约和信用是企业与企业之间、企业与消费者之间相互联系的基础，而企业信誉是其信用的基本表现形式。随着环境的复杂多变和竞争的日趋激化．企业信誉重构已成为现代企业信用管理的重点课题。本文从消费者感知的角度对影响企业信誉重构的因素及其关系展开研究，旨在为企业信誉重构提供理论依据。本文研究结果表明，从消费者感知的角度来看：（1）企业产品质量、产品性价比以及产品耐用性与企业信誉重构的成功成显著正相关关系；（2）企业失信的恶意性、企业失信的歧视性以及企业失信所涉及的范围与企业信誉重构的成功均成显著负相关关系：（3）企业弥补行为中的反应态度、披露信息透明度、披露信息真实性与企业信誉重构的成功之间存在较为显著的正相关关系。
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