Research On The Effect Of Private Enterprises' Donation Behavior From The Perspective Of Reputatio

Corporate donation is the act of giving its own assets to social groups in a free way,not only the way of corporate social responsibility,but also an effective supplement to national welfare and services.Compared with Western philanthropy,China’s corporate giving still suffers from imperfect systems,extreme distribution,and ineffectiveness,etc.The existence of these fundamental problems has led to the low motivation of corporate giving and the inability to effectively play the role of the third distribution,In addition,scholars mainly through empirical research to demonstrate the effect of corporate donation,However,the conclusions are not uniform,mainly including promotion,weakening and irrelevant.In view of the above problems,this paper selects the representative Shenzhen Tencent Computer System Co(hereinafter referred to as Tencent)as the case study object.From the perspective of reputation,we analyzed the intrinsic value mechanism of Tencent’s donation.First,we analyze Tencent’s donations from 2012 to 2021 and explore the characteristics of its highly concentrated,diversified forms of donations and pursuit of reputation.Second,we explore the formation process of Tencent’s donation reputation and its dual effect of attracting cooperation from related parties and motivating enterprises to make donations,taking into account the efficient attributes of Tencent’s cooperative donations.Finally,based on event analysis and text mining methods,the effect of reputation formed by corporate donation behavior on enterprises is explored from two perspectives: the qualitative output of Tencent’s related subjects and the quantitative output of market performance and financial performance,respectively.The research results show that the cooperative development path of enterprises can improve the efficiency of donation,help form corporate reputation,and bring in high-quality resources through the role of reputation,which eventually brings value-added to enterprises and is conducive to the sustainable development of enterprises.The research innovation of this paper lies in two aspects:(1)for the research perspective,domestic and foreign scholars explore the relationship between corporate giving and performance with different conclusions.The introduction of reputation in this paper extends the research perspective to a certain extent,which is conducive to determining the relationship between corporate giving and performance;(2)for the research content,Tencent is the first company in the Internet industry to establish a charitable foundation,which is typical and different from previous empirical studies,and to a certain extent enriches the case study of donation and financial performance.