The Empirical Study On Relationship Among Corporate Social Responsibility Orientation, Corporate Social Responsibility And Corporate Social Capital

These are so much Research on corporate social responsibility theory, but the scandal phenomenon of corporate social responsibility is still occur from time to time. Itprompted us to focus on more enterprise operators and managers attitude toward different areas of corporate social responsibility----corporate social responsibility orientation.Then, in the process of interpretation of enterprise behavior and performance, the role of corporate social capital is more and more important, also attracted more and more attention which from sociologists, economists and organization.That not only becauseof social capital is becoming a modern tool of social science, some scholars have put forward that enterprise social capital is a kind of can explain effectiveness and optimize the management of intellectual capital enterprise competitive advantage. From their point of view, enterprise social capital can be a prevent competitors from the entrybarriers of the grab market share in order to obtain the biggest profit. Natural born toprofit-seeking enterprises, there is no contradiction to analysis to fulfill the social responsibility and the accumulation of social capital stock.whether managers attitudes towards corporate social responsibility in various fields directly cause the enterprise socialcapital accumulation,which is the important premise of managers guiding correctly enterprise going concern.This study based on Chinese culture background and business environment, combined with the corporate social responsibility theory, stakeholder theory,capital theory andrelated research,enterprise senior management as the research object,Corporate social responsibility performance for the intermediary variable,Analysis how the enterprise leaders affecting corporate social capital by social responsibility behavior under different social responsibility orientation,To stress the importance of balancing orientation of righteousness and benefit, put forward on the premise of fulfilling social responsibility to the concrete measures of enterprise social capital accumulation,explore the rationality ofthe results,In view of the conclusion management countermeasures and Suggestions are put forward.Specific research ideas of this article is: through the research results athome and abroad for reference, puts forward and analyzes the basic structure of the corporate social responsibility orientation, build the mechanism model between corporatesocial responsibility orientation, corporate social responsibility, and corporate social capital.Use the method of open questionnaire survey in combination with the focus group interview, collect items related research model.Interview different types, properties, th e industry and the number of scale enterprise managers, and analyzed the investigationresult.By SPSS,Amos statistical software,exploratory factor analysis,confirmatory factoranalysis,variance analysis,correlation analysis and structural equation modeling and soon,presumption the related data and verified,Base on it,draws the following conclusion:（1）The corporate social responsibility orientation has positive effect on the performance of social responsibility.Among them, first,economic orientation has a negativeimpact on the performance of social responsibility; second, legal, ethical, charity orientation has positive effect on the performance of social responsibility.（2）social responsibility performance five dimensions have positive effect on social capital.（3）the corporate social responsibility orientation has positive effect on social capital. Among them,the first, economic orientation of social capital is a negative impact; second, legal, ethical, charity has positive effect on social capital.（4）social responsibility performanceis part of the intermediary role in social responsibility orientation and social capital,the impact of corporate social responsibility orientation of social capital mainly came from the indirect.