我们前期研究发现，中国企业ODI行为除现有研究所提出的动因外，还存在提升国内声誉的动因。在新兴经济体中，由于制度缺失，市场符号系统失灵，人们只能寻求其它方式来对企业的品质与能力做出判断。根据归因理论的共变原则，新兴经济体中的企业实施海外直接投资，并能持续经营下去，国内市场会对这家公司的能力与品质将做出正面的推断，从而提高其国内市场声誉，从内部和外部给企业带来价值。企业家基于对这种关联效应的认知而进行海外投资，我们称之为国内声誉关联动因。本课题分两阶段研究：第一阶段采用扎理论的方法，从企业家角度，构建中国企业家ODI声誉关联动因的认知理论模型，同时研究在不同产业和ODI类型中，企业家对ODI声誉关联效应认知的差异。第二阶段则在第一阶段的基础上，采用问卷调查的方法，从企业内外部相关人的角度，对第一阶段所形成的理论假设进行市场检验，并研究影响ODI关联声誉及其价值的相关情境因素。

Based on our previous investigation, we found that, there is a driver of ODI of Chinese firms other than existing literature view. That is said, Chinese firms perceive the positive bonding of the oversea market and domestic market in term of external market, as well as internal market of the firm. In emerging market, due to the institutional void, and the failure of market signal system, we can only evaluate a firm by irregular way. According to the concomitant variation from attribution theory, the firm from emerging market invest oversea, and operate during a long term, it will get a good reputation from domestic market, and then benefit from external and internal in domestic market. Because of the perceiving of the ODI reputation bonding, Chinese firms invest oversea market, it is called driver of ODI reputation bonding. This is a two phases of research. First, we will apply the ground theory, in the view of ODI firms, to build up the theoretical frame for the perception of ODI reputation bonding of Chinese firms, and expect to found up the difference of these bonding effect between different industry and different style of ODI. At the second phase, we will apply the questionnaire technique, in the view of external and internal customers, to verify the theory model, which are given up in the first phase research, and discuss the different effects of ODI reputation bonding between context.