Affect The Behavior Of Corporate Social Responsibility Path

Compared to the economic behavior of company, the issue of corporate social responsibility (CSR) was proposed with the understanding of the relationship between the company and the society and the problems caused by company's activities. The development of theory and practice of CSR has been experienced for decades and have great achievements. Compared to the research of effect result of CSR, the research to the fore factor which could influence the performance of CSR, extent and mechanism of it as well.are still considered embryonic. The core goal of this paper is on the impact route which could effect the performance of CSR by influenced factors. Considering the important role of top management who are on the top level of organization hierarchy, the paper will research from top management's perpective.The principle of CSR was not defined clearly after it was proposed decades ago, and the measurement of it is also not clear as well. The paper will give the defined principle of it on the review of reference at first. Then defined the dimension of CSR using the stakeholder theory to construct the measurement system suitable for this paper. The paper got the five factors measurement modle of CSR based on the management's perpective, and was vadiated by different samples.Then the paper analyzes the influence factors which could affect the performance of CSR, including the institional pressure and managerial value. Based on the perspective of relation between the top management and corporate social responsibility, the paper build two sub construct the paper give two sub-construct: top management attidute to CSR and top management participation behavior to CSR on the process the performance of CSR by utilizing the research of the attitude-behavior theory. Then putting the both consturcts on the mediate position of relationship between the such above foctor as institional pressure and managerial value and performance of CSR.into a modle with both sub construct of top management, the othes constructs which could impact the performance of CSR, and integrating other factors which could effect the performance of CSR as control variable into the research. Thus developed the theorical modle and proposed the hypothesis of researchThe research pattern of this paper is empirical method of SEM on the sample data collect by questionaries. Using EFA and CFA to check the validality and realiability of measurement model of constructs. Then verifying the whole structure modle and hyphothesis and gave the conclusions with discussing some pratical cases.The results of this paper are as follows:The effect of top management to the performance of CSR is significant. The empirical research shows that the relationship between the top management attitude and their participation behavior to CSR is not clear. So the practical effct of top management to performance of CSR is their participation behavior to the latter after they were influenced by the institutional pressure. The contents of their participaton behavior include the following activities:planning for the action, alloctating the resource, checking the process and revising the performance to CSR. Only do the top management take part in the programme of action of CSR, the corporate social responsibility could be performed normally.Among the factors which could affect the performance of CSR, the institutional pressures played important role. They influence the top management's participation behavior of CSR to impact the performance of it. The pattern of institutional pressure includes the corcerive, mimetic and normative pressure under the framework of institutional theory. The paper shows the following results:(1) The corcerive pressure formed by the norm or regulation set up by government and administive and the competitive market should positively impact the top manangement participation behavior most significantly;(2) The mimetic pressure coming from the excent performance of CSR should positively impact the top management participation behavior less significantly, meanwhile it did not impact the top management attidutde to CSR;(3) The normative pressure composed by the norm or standard from industry field and the requirement or demand to CSR from society and public positively impact the top management most widely, it positively impact the top management attitude and their participation behavior simultaneously.The role of top management who mediated the relation between the insititutional pressure and performance of CSR is different. (1) The top management played the full mediated role in the process which institutional impacting the community, philanthropy and environment responsibility. The triple types responsibility are fully impacted by top management participation behavior, without the latter, the former could not be performed successfully.(2) The top management played the partical mediated role in the process which institutional impacting the customer and employee responsibility, which means that institutional pressrure could impact the both responsibility directly, for example impacting the fuctional department, and indirectly through top mangament participation behavior.In the end, the paper draw the conclusion and put forward several suggestions for firm and top management, government as well to put the practice of CSR.