Research On Platform Corporate Social Responsibility,Public Opinion Environment And Corporate Performance

In recent years,the new organizational form of platform-type enterprises has brought about a series of social responsibility issues while changing our way of life.Both academics and people think that corporate social responsibility is very important,but for platform companies,how important it is has not yet been explored,and there is no definitive conclusion about the specific content of platform corporate social responsibility.And in the contemporary era of information explosion,public opinion media provide an effective way for the public to understand corporate information and express legitimacy.The role of "external regulators" is prominent,which has a certain restrictive effect on the corporate behavior of platform-based enterprises.The role of environment in this is also very necessary.This article is based on stakeholder theory and bilateral market theory,combined with existing research on platform enterprises,and extends on the basis of traditional corporate social responsibility content to define the content of platform corporate social responsibility,that is,platform enterprises should not only do Individual enterprises bear the responsibility to stakeholders,and also guide users in the business circle of the supervision platform to assume social responsibility.Then,through combing the domestic and foreign scholars' research literature on platform-based corporate social responsibility and corporate performance,public opinion environment and corporate social responsibility,and corporate performance,and combining theoretical demonstrations,a theoretical model between the three is proposed.And considering the characteristics of emotion recognition of public opinion environment,this article uses both the number of public opinion reports and the tendency of public opinion to measure the public opinion environment,and explores the mechanism of the public opinion environment in different dimensions.Finally,based on the sample of 80 platform companies in the A-share listed companies from 2014 to 2018,multiple regression analysis was used to examine the impact of platform companies' social responsibility on performance and the moderating role of the public opinion environment.The empirical results show that platform-type enterprises' active responsibility for stakeholders has a significant positive impact on the company's current performance.Thebetter the company assumes social responsibility,the higher the company's performance level;the negative adjustment of the platform environment The relationship between responsibility and corporate performance,that is,when the number of public media reports faced by platform-based enterprises is greater and the public opinion tends to be better,the effectiveness of platform-based enterprises in shouldering social responsibility for performance is smaller.The research in this article enriches the theory of platform-based corporate social responsibility,and advances the research of platform-based corporate social responsibility from the theory to the empirical level.It has practical significance for the platform-based corporate social responsibility governance.