The Empirical Research Of The Effect Of Corporate Social Responsibility On Corporate Performance

It has been well-known that the corporation has been responsible forthe society, but both entrepreneurs and scholars have paid much attentionon how to make better a corporation fulfill the social responsibility andbecome its conscious activity. In view of many enterprise stakeholdersand the limited space of this paper, which chooses especially the researchobject of the corporate social responsibility (CSR) for consumers to set upthe research paradigm for other enterprise stakeholders and solve theurgent problem how the corporation protects the consumer rights andinterest. In November2010, the formal promulgation of guidancestandard on social responsibility—ISO26000manifests that thecorporation protecting stakeholders’ rights and interest has been regardedas a kind of mission.This paper finds that there is no consistent definition of some relatedconcepts, such as CSR and corporation performance (CP), throughstudying on lots of domestic and foreign literatures. Therefore, in the firstplace, this paper tries to difine the connotation of some concepts insummarizing domestic and foreign literatures, constructs relevantevaluation index system such as CSR for consumers and CP in view ofCarroll’s social responsibility pyramid model and the idea of BSC, andputs forward some research hypotheses.In the second place, according to these index system, this paper designs a questionnaire scientificly and issues a total of370questionnaires to different consumer groups for collecting the moreeffective data through two kinds of methods including visiting with aquestionnaire and mailing it to survey. Then this paper proceedscorrelation and regression analysis with the statistic package for socialscience (SPSS17.0), results are that the corporate legal responsibility forconsumers is the precondition of realizing other responsibilities and CP;that economic responsibility has a significant effect on enterprisefinancial and non-financial performance, but brings more influence toenterprise financial performance; that ethics and charity responsibilitieshave great influence on the non-financial performance. At the same time,in the test of these hypotheses, four original hypotheses including H1,H1.1, H1.3and H1.4are basically established; two original hypothesesincluding H2and H3are not fully established; Only the originalhypothesis H1.2is completely established.Finally, according to the empirical results, this paper analyses keyfactors of how CSR for consumers influences CP, and proposes beneficialstrategies for advancing CP based on the corporation undertaking fourdimensions including legal, economic, ethics and charity responsibilitiesfor consumers.