Study On Social Responsibility Performance And Driving Mechanism Of Rural Commercial Banks

The rural commercial bank is set up for solving the problem of the lack of financial services and the shortage of funds in rural areas caused by the structural differentiation of China's urban and rural areas.In the background of further deepening the reform of rural finance and actively promoting the development of rural finance,the function of the rural commercial banks is more and more important.But in reality,the rural commercial bank is faced with the survival pressure of a small scale,own risk and self financing as an independent enterprise.In the long run,the rural commercial banks should realize the sustainable development by combining their own survival with the interests of all parties concerned(For example,the national environmental protection policy,the development of the community and the interests of creditors).That is to say,performing the social responsibility is an important guarantee for the sustainable development of the rural commercial banks.This article fully consults and absorbs the previous researches' achievement,bases on theories which stakeholder theory belongs to as the core,takes the rural commercial banks In Jiangsu,Anhui,Hubei and Shandong as·a sample,Combines the national conditions of our country and the characteristics of the financial industry,and finally systematically analyzes the social responsibility of the rural commercial bank.This article first determines the specific content of the rural commercial bank's social responsibility.Based on content analysis and analytic hierarchy process,this article establishes the evaluation system.The practical application is carried out by taking the rural commercial banks in the sample area as an example.Then the social responsibility performance of the rural commercial banks in the sample area is analyzed.On this basis,this article analyzes the external driving process and mechanism of rural commercial banks to fulfill their social responsibilities from the perspective of external pressure,using multiple regression model and structural equation model to verily the mechanism and effect.From the perspective of the management of the rural commercial banks,the internal driving process and mechanism of the rural commercial banks to fulfill their social responsibilities are analyzed,and the regulation of external pressure is also considered,using multiple regression model and regulating effect checking method to check the mechanism and the effect.Through the research,we can get the following conclusions:(1)Based on the analysis of the content of the social responsibility of the rural commercial banks and the stakeholder theory,the social responsibility of the rural commercial banks mainly includes six aspects:creditors,employees,financial consumers,government,community and environment.On this basis,according to IOS26000 international standards,China's national conditions and the characteristics of financial institutions,this article selects the shareholders and employees of the rural commercial banks,financial consumers and other stakeholders,and interviews with them.Interview content mainly includes six aspects of the creditors,employees,financial consumers,government,community and environment.Ultimately we determine 25 specific contents of the social responsibility of the rural commercial banks.(2)On the basis of research above,this article establishes the evaluation index system.The index system is mainly divided into six dimensions of creditors,employees,financial consumers,government,community and environment,determining the weight of indicators at all levels through the expert scoring and AHP methods,determining the score of the indicators through the content analysis method.Then,the rural commercial banks in Jiangsu,Anhui,Hubei and Shandong were evaluated.The evaluation results show that the social responsibility performances of the rural commercial banks in these areas are not ideal,and the performance of different regions is different:the rural commercial banks in Jiangsu show the best performance,the second are the ones in Shandong,the third are ones in Hubei,the fourth are ones in Anhui.Stakeholder scores of six dimensions from high to low are government,employees,creditors,financial consumers,environment and community.Rural commercial banks are most concerned about the maintenance of the interests of government.Community responsibility attracts the least attention.(3)Through the theoretical analysis,it is found that the effect of the external driving mechanism of rural commercial banks to fulfill their social responsibility is "external pressure----the rural commercial bank's social responsibility performance".Using multiple regression analysis and structural equation model to examine the relationship between total external pressure and rural commercial banks to fulfill their social responsibility,different dimensions of external pressure and rural commercial banks to fulfill their social responsibility,we find that the total external pressure can significantly promote the rural commercial banks to fulfill their social responsibility,different dimensions of external pressure,like mandatory pressure,normative pressure and imitation pressure,also contributed to the rural commercial banks to fulfill their social responsibility.Among them,the effect of the mandatory pressure is the most obvious,the normative pressure ranks the second,the imitation pressure ranks third.(4)Then,this article studies the internal driving mechanism of the social responsibility behavior of the rural commercial banks.First of all,we set up the process of theoretical mechanism of the management values and the social responsibility behavior of the rural commercial banks,the effect of the external pressure on the management values and the social responsibility of the rural commercial banks.After a series of tests on the scale,through the multiple regression model,we find that the managers' utilitarian values don't have a significant positive effect on the rural commercial banks to fulfill their social responsibility,the managers' social equity values have a significant positive effect on the rural commercial banks to fulfill their social responsibility.And then through the test of regulating effect,it is found that under the function of mandatory pressure,managers'utilitarian values have a positive promotion function to the rural commercial banks to fulfill their social responsibility,under the function of normative pressure,managers' utilitarian values also have a positive promotion function to the rural commercial bank to fulfill their social responsibility,but under the function of imitation pressure,managers' utilitarian values don't have a positive promotion function to the rural commercial bank to fulfill their social responsibility.It is also found that under the function of mandatory pressure,managers' social equity values have a more positive promotion function to the rural commercial banks to fulfill their social responsibility,under the function of the normative pressure,managers' social equity values also have a more positive promotion function to the rural commercial bank to fulfill their social responsibility,but under the function of imitation pressure,managers' social equity values don't have a positive promotion function to the rural commercial bank to fulfill their social responsibility.Finally,the countermeasures and suggestions are proposed in this article:Attaching importance to managers on the rural commercial banks to fulfill their social responsibility,Attaching importance to external pressure on rural commercial banks to fulfill their social responsibility,strengthening the implementation of related social responsibility reasonably,Cultivating the social responsibility consciousness of the managers of the rural commercial banks,promoting rural commercial banks to fulfill their social responsibilities by social organizations'guide.