社会传染视角下的企业社会责任决策与政府引导研究

The Analysis on Corporate Social Responsibility Decision and the Government Regulation from the Perspective of Social Contagion

企业社会责任对社会福利的促进一方面来自于企业在满足利润最大化的同时对社会中公共物品的价值输出;另一方面来自于利益相关者在受到企业行为影响后,其经济行为的提升。企业的社会责任行为向利益相关者传递了社会责任观念,使利益相关者在对企业行为形成认可的同时,也激发了他们自身社会责任的动机和行为。本文基于社会传染的视角,分析企业的社会责任行为对其主要利益相关者——消费者——所产生的影响,通过构建并分析一个基于政府、企业和消费者的动态博弈模型,研究结果表明消费者群体中的传染效应使消费者对企业社会责任的认知产生群体化的趋同性,使其所受到的相应影响程度被放大,继而推动消费者社会责任行为的形成,最终产生社会外部效益的叠加效果。在传染效应的作用下,政府规制与企业行为在促进社会责任效果方面具有相互补充的特征,同时,传染效应的存在能够同时提高政府规制与企业社会责任行为的经济效率。围绕消费者群体中的社会传染效应的政府规制路径不仅有助于提升企业履行社会责任的经济效果,还有助于完善由企业和利益相关者所形成的良性企业社会责任闭环。

The contribution of corporate social responsibility(CSR)to social welfare comes from two aspects,one is from the value output from the firms to the society on the basis of the former’s profit maximization,another aspect is about the change in stakeholders’behavior after observing the firms’CSR activities.Firms passes on the perception of social responsibility to the stakeholders with the adoption of CSR,meeting the stakeholders’expectation on the firms’behavior,which stimulates the latter’s motivation on such activities.This paper is to study the effect of CSR on the consumers’behavior from the perspective of social contagion effect,such an effect shows a convergence among consumers on the perception of CSR,the amplified impact on the CSR activity creates the promotion on social welfare.By analyzing a threestage model among the government,the firms and consumers,this paper demonstrates that in the presence of the social contagion effect,there exists complementarity between the government regulation and the CSR activities by the firms,moreover,such effect can enhance the efficiency of both the government and the firms’actions.Further,this paper sheds some lights on the paths of the government’s regulation,which contributes to create a healthy environment of CSR.