企業社會責任與經營績效之關聯性研究

An Empirical Study on the Relationship between Corporate Social Responsibility and Operating Performance

陳育成(Yu-Cheng Chen)；許峰睿(Feng-Jui Hsu)；黃聖雯(Sheng-Wen Haung)

企業社會責任 ； 經營績效 ； 財務績效 ； 股票報酬 ； Corporate Social Responsibility ； Operating Performance ； Financial Performance ； Return of Stock Price

評價學報

6期（2013 / 10 / 01）

53 - 72

繁體中文

本研究旨在探討企業社會責任與經營績效之關聯性。首先，利用問卷調查瞭解消費者對企業社會責任之看法與企業落實社會責任對於消費者購買意願之影響，並進一步以天下雜誌之天下企業公民獎獲獎企業為主要樣本進行實證分析，以財務績效與股票投資績效兩方面分別探討企業社會責任對公司經營績效的影響。實證結果發現，在財務績效方面，企業社會責任除與公司營業收入呈現顯著正相關外，且亦與公司的獲利能力指標如：營業利益率、淨利率、每股盈餘、資產報酬率與股東權益報酬率等呈顯著正相關。顯示公司落實企業社會責任有助於提高公司的經營績效。在股票投資績效的實證結果發現，企業於獲得企業公民獎獎當年度股票投資報酬為負，而於後兩年的表現則呈現正報酬，顯示企業社會責任短期可能會造成投資人高估股價，但長期而言企業承擔企業社會責任將有助於提高公司股價報酬。

This paper investigates the relationship between corporate social responsibility (CSR) and operating performance. First, we use questionnaire to survey and understand consumers' view of CSR and its' influence on consumers' purchase intention. Second, we test the influence of CSR both on financial performance and return of stock price. Using the award winners of Excellence in CSR, this was released by the Common Wealth Magazine, as our sample firms. Empirical results exhibit significantly positive relationship between CSR and financial performance. And CSR also has significantly positive influence on firms' profit-making indicators, such as operating profit margin, net profit margin, earnings per share (EPS), return on assets (ROA), and return on equity (ROE). These results show that companies perform CSR can improve their own operating performance. Furthermore, there is a negative relationship between CSR and return of stock price at the first year of award-winning. However, there is a positively related between CSR and return of stock price return in the subsequent year of award-winning. It seems that CSR might cause over-investing in short-term; however, firms practice CSR will enhance its reputation and may increase return of stock price in the long run.

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