Why Does The Corporate Try Harder, But Always Get Worse?

Corporate social responsibility has long been a focus of attention of theoreticaland practical research. In recent years, more and more domestic enterprises havebegun to focus on corporate social responsibility. At the same time, the behavior ofcorporate philanthropy can not only be recognized by the community but evenreceived the blame of "hypocrisy". The spirit of genuine original intention is likely tobe seen as "making a show".Previous studies have paid tremendous attention to the action of charity, moststudied have explored the direct or indirect positive impact on firm performance andthe nature of the formation mechanism of the phenomenon of corporate socialresponsibility. But these studies nearly ignored the cognition mechanism of corporatehypocrisy. From charitable enterprise strategy-implementation strategies andcommunication strategies, the thesis try to analyze the path of enterprise‘s "hypocrisy"phenomenon. The study found that, corporate social responsibility behavior whichpassed to the consumers‘cognition that whether the information is inconsistency isthe basic reason that leads consumers to form the evaluation of hypocrisy.The main influencing factors of the evaluation are from the source of thisinconsistency, including three areas: whether the corporate philanthropy behavior isconsistent with the ability of enterprises; whether the corporate philanthropy behaviormatchs wih the event; and whether corporate philanthropy behavior is consistent withthe reaction that happened before. In addition, the thesisi also try to figure out whetherthe communication strategies of the enterprise‘s social responsibility plan caninfluence the attitude of the consumer corresponding to the behavior of the corporate‘ssocial responsibility. The thesis found, through three case studies and two experiments,that the intensity of the communication behavior and the proactivity of thecommunication behavior can maginify the negative effect of the inconsistencybehavior.The introduction part of the thesis describes the background of this paper, the significance of the topic, research purpose and questions respectively.Chapter2is literature review. We introduce the theoretical fundamental part ofthis thesis, including the definition of social responsibility, the antecedents andoutcomes of the CSR, and simutaneously we reviews the related research of corporatehypocrisy.Chapter3is mainly about the theoretical framework and hypothesis of the thesis.In chapter4, we selected three typical corporate social responsibility case tofigure out whether the inconsistency behabior is the fundamental problem whichcause the evaluation of corporate hypocrisy.In chapter5, we introduce three experiments corresponding to the hypothesis inchapter3. In this chapter, we try to futher verify and test that it is the inconsistencywhich cause the consumer to negatively evaluate the coporate social responsibilitybehavior. In this chapter, we also verify the moderating effect of the communicationbehabior of CSR strategy.In the last chapter, we further show the results of the case studies and theexperiments and make some suggestions about what we can do in the future research.