本研究以一般投資人的觀點，探討企業如何透過投資人關係制度之建立，與股東
進行雙向互動，並研究何種企業聲譽構面是一般投資人進行投資時所重視的因素，經
由文獻之研析與實証，對研究問題作釐清與說明。並以便利抽樣方式，針對個別投資
人與證.營業員發放300份問卷，共獲得152份有效問卷，有效回收率為51％。
資料分析發現，在個別投資人部分，在雙向互動溝通模式中無論大眾傳播媒介、
內部媒介與專題活動方式，均無顯著的差異，另印象因素、財務與競爭力、社會關係、
領導與管理，等對投資人關係的建立有正向的影響力，而合作因素，及服務與信任則
無顯著的影響。研究結果建議增進公司形象，並重視盈餘成長、現金流量、財務結構
與資訊揭露，及增加與所有內外部利害關係人的溝通，並透過培養與任用智慧與能力
兼具的經理人，以增進社會大眾之信任與社會關係。

relations. Furthermore this study speculates that individual investors are interested in the channel of corporate information disclosure and the factors of corporate reputation.The data is composed of individual investors and security traders and is collected by 300 questionnaires. Individual investors were asked about the channel of corporate information disclosure and corporate reputation. Completed questionnaires were received by 152 general investors and security traders (51% response rate).
The empirical results showed as below：Firstly, investor relation is positively related to corporate reputation. Secondly, individual investor’s perspectives have no difference between channels of information disclosure. Thirdly, individual investors put emphasis on impressive factor, such as finance and competition factors, social relations factors, then leadership and management factors. This study suggest corporate should improve pubic image, enrich returns﹐earnings, cash flows, financial structure, information disclosure,communication with stakeholders, and reinforce authenticity of general investors.