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。
本研究並以便利抽樣的方式，針對個別散戶與證劵營業員發放了300份問卷，回收比率為3:2，共回收了152有效問卷，有效回收率為51％。研究發現，對一般投資大眾而言，無論是大眾傳播媒介、內部媒介與專題活動方式之雙向互動溝通模式，均無顯著的差異，且印象因素、財務與競爭力、社會關係、領導與管理，依序對投資人關係的建立有正向的影響力，而合作因素，及服務與信任則並無顯著的影響。
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。
This study empirically examines the relationship between corporate reputation and investor relations. In addition, this paper speculates that individual investors are inter-ested in the channel of information disclosure and the factors of corporate reputation.
The data is composed of individual investors and is collected by 300 questionnaires. Individual investors were asked about the channel of information disclosure and corporate reputation. Completed questionnaires were returned by 152 general investors(51% response rate).
The empirical results showed as below：1.Investor relations are positively related to corporate reputation. 2.Individual investors’perspective are not different in channel of information disclosure. 3.Individual investors put emphasis on impressive factor, the second dimension is finance and competition, the third dimension is social relations, the fourth dimension is leadership and management.
Finally, the study suggest that improve corporate image, emphasize return earnings, cash flows, financial structure, information disclosure, communication with stake-holders, importance of CEO, and reinforce trust with general investors.
