In the investigation of Chinese consumers evaluation on celebrity endorsement of the present study, a new factor named as "morality reputation" was found.

Alienation,loss and remoulding of moral honor during the social transitional period;

Influence factors of investment management of hospital intangible assets: take reputation as an example;

A new protocol for reputation management in super P2P networks;

Game analysis for construction enterprise reputation under restriction of asymmetric information;

Corporate Governance, Reputation Mechanism and the Behavior of Listed Firms in Committing in Fraud;

The Research on the Encouraging Function of Reputation Mechanism to Enterprise s Manager;

The Research on the Efficiency of Underwriter Reputation Mechanism in IPO Market of China;

Based on the above model,construction project supply chain one-period principle-agent model and multi-period construction project supply chain reputation model have been built with the characters of principle and agent of construction project integrated supply chain.

Methods A reputation model for restriction on repeated principal agent relationship was established by using the theory on principal agent problem in information economics and the method of game theory to study the implicit restriction mechanism for hidden action.

The research indicates the reputation effect can solve the moral hazard in some extent.

The functions of reputation effect in E-business market are analyzed by establishing corresponding game models.

We study reputation effect to contract of manager.