中国企业社会责任表现公众满意度的双因素与容忍区域分析

Two Factors and Tolerance Zone on Public Satisfaction of Social Responsibility Performance of China's Enterprises

随着经济的发展,企业—社会愈来愈成为一个相互依存的系统,企业的兴衰越来越取决于社会公众的态度和反应,出色地履行社会责任的企业往往可以脱颖而出,忽视社会责任则意味着风险越来越大。正确评价企业履行社会责任对企业发展至关重要。目前,对企业社会责任测评方法主要是简单加权法,由于简单加权法的权重主要来自于权威机构的综合判断,因此其最终评价结果实际上不能反映公众的偏好。CSRO量表虽然考虑到公众的偏好,但存在两个方面的严重不足:一是双因素问题,二是容忍区域问题。修正的企业社会责任表现公众满意度测量模型中区分了满意度的双因素,并加入容忍区域作为调节变量,模型虽然是针对一般公众而言,但亦可以拓展到对某特定利益相关者的测量。

With the development of economy,the enterprise and society are indispensable with each other.The prospects of enterprises depends on the attitude and response of social public： the enterprises performed social responsibility perfectly will stand out from the crowd,while others ignored social responsibility will meet more risks.Hence,it is very important to fairly assess the social responsibility of the enterprises.Now the method to assess social responsibility of the enterprises is mainly simple additive weight method.Given that the weight comes from comprehensive judgment of authorities,the final assessment can not represent the public preference.There are two serious defects in CSRO scale even in consideration of the public preference： two factors and tolerance zone.The revised measurement model performing public satisfaction on enterprise social responsibility distinguish the two factors of satisfaction,and add tolerance zone as moderating variables.The model aims to general public,in addition,it can spread to measurement on some specific stakeholders.