정부조직의 평판 인식에 미치는 영향 요인에 대한 연구: 직접적 경험과 매체 가시성을 통한 간접적 경험을 중심으로

The perceptions of citizens regarding the reputations of public organizations are important because they underlie government legitimacy in democratic societies. However, there is a lack of empirical research examining citizens' beliefs about specific public organizations and the factors that influence these beliefs. This study analyzed data from a survey of citizens' perceptions of the reputations of six government organizations, with a particular focus on the factors affecting individuals' direct and indirect experiences with mass media on their perceptions of reputation, as these are closely related to the formation of the concept of reputation. The results showed that citizens' experiences with mass media played a particularly important role in their perceptions of reputation. These findings provide an empirical understanding of the reputation of government agencies in the eyes of citizens and have implications for public organizations seeking to manage their relationships with citizens.