电商平台企业的社会责任与企业价值相关性研究——基于阿里巴巴、京东和聚美优品的实证分析

Who Are the Victims of Counterfeit and Shoddy Products Sold by the E-commerce Enterprise——An Empirical Analysis Based on Alibaba,JingDong and JuMei

基于中国工商总局颁布的2014年下半年网络商品交易定向监测结果,运用事件研究法分析电子商务企业社会责任对企业价值的影响,揭示我国电子商务企业社会责任与企业价值之间的关系。实证结果表明,电子商务企业社会责任的缺失会给企业带来负面影响,电子商务企业社会责任履行程度越好,以企业股票累积超额收益所体现的企业价值也越高。

Based on network commodities monitoring report of the second half of 2014 published by China＇s State Administration for Industry and Commerce,this paper uses event study method to analyze the impact of e-commerce enterprise social responsibility on enterprise value so as to reveal the relationship between e-commerce enterprise＇s social responsibility and firm value.The empirical results show that lack of social responsibility will bring negative effects to firm value of e-commerce,and the better social responsibility fulfilled by e-commerce enterprise,the higher firm value will achieve embodied by the cumulative abnormal return of firm stock price.