社交网络用户行为挖掘研究进展与展望

以2009～2013年中国沪深两市A股民营上市公司为样本，实证检验审计师声誉、公司声誉与权益资本成本的关系。研究发现：限制其他条件，审计师声誉、公司声誉分别与公司权益资本成本呈显著负相关。进一步研究发现，随着公司自身声誉的逐步建立，审计师声誉对于公司权益资本成本的影响将会逐渐减弱，公司声誉对于审计师声誉具有替代作用。

A Review of User's Behavior Mining on Social Networks

By taking A-share listed private companies in Shanghai and Shenzhen Stock Exchanges from 2009 to 2013 as research objects, this paper examines empirically the relation among the auditor reputation, the corporate reputation and the cost of equity capital. The results show that the auditor reputation and the corporate reputation respectively has significant negative correlation with the cost of company''s equity capital by controlling other conditions. Besides, further study finds that as the corporate reputation is established gradually, the influence of the auditor reputation on the company''s equity capital cost will be gradually weakened, in another word, the corporate reputation has a substitution effect on the auditor reputation. The findings expand the research of the auditor reputation and corporate reputation mechanism, and provide a valuable reference for the future corporate governance of private companies.