Research On The Corporate Performance Affected By Charity Donation Behavior

Along with the progress of civic responsibility concept, enterprises are more andmore highly required to fulfill social responsibility participating in charitable giving.Enterprises combine the benefit of stakeholders and the long-term development ofthemselves by making charitable decisions to achieve the win-win goal of socialbenefit and corporate performance. Therefore, The enterprise will consider theinfluence factors of charitable giving, achieve different needs of motivation, andimprove enterprise performance.Based on specimens A-share continual giving firms in China from2010to2012，the paper focuses on charitable giving showing the specific influence on enterpriseperformance. The reputation transmission path and resource dependency path ofcharitable giving play the positive role of enterprise performance. The empiricalresults show that charity behaviors are helpful to improve the image of the enterprisereputation, promote mutual benefits from government, and improve financialperformance and market performance. Furthermore, it shows that the state-ownedenterprise charitable giving have more significantly positive influence on itsperformance, and political-associated private enterprises charity donation have thegreater degree on its performance.Although enterprise charity donation is in upsurge, it is far to form a long-termmechanism of our country charitable donations. This paper put forward thesemeasures： the enterprise should initiatively formulate a long-term developmentstrategy of charitable giving；public should build up a favorable atmosphere；thegovernment should improve the related system measures of charitable donation；Non-governmental charitable organizations ought to be developed vigorously. It willpromote the healthy development of charity and consummate the environment systemof philanthropy.