企业社会责任对企业形象影响的实证研究——来自中国银行业的经验证据

An Empirical Study on Corporate Social Responsibility's Influence on Corporate Image——Evidence from Banking Industry in China

本文利用消费者对中国银行业从事企业社会责任的相关数据,检验了主效应因素企业社会责任及其与善因匹配和归因的调节效应对企业责任形象的影响。研究发现,企业从事企业社会责任能够有助于在消费者心中树立积极的企业形象,而且在消费者对企业进行利他归因时,企业选择的善因与自身业务匹配程度越高,企业社会责任对企业形象的正向影响越大;反之,当消费者对企业进行利己归因时,则无论企业选择的善因是否与自身业务匹配,企业社会责任对企业形象都没有影响。

It is necessary to investigate how corporate social responsibility （CSR） influences corporate image as exter- nal environment becomes complex. This paper examines the main effect factor CSR and the moderate effect factors cause - fit and attributes on corporate image （corporate responsibility image）. The results show that firms engaging in CSR can help set positive corporate image in consumers＇ hearts. CSR has more positive effect on corporate image if cause - fit is higher, when consumers have intrinsic attributions; on the contrary, CSR does not influence corporate image whether the cause is fit for its business or not, when consumers have extrinsic attributions.