Research On The Impact Mechanism Of Corporate Pseudo-social Responsibility On Corporate Performance

Since the 1990 s,a large number of scholars began to conduct research on corporate social responsibility and other aspects.If an enterprise makes a decision to undertake social responsibility actively,it will require enormous huge human,financial and material resources,which inevitably increase the cost of the enterprise,reduce its income,and run counter to the maximum profit of the enterprise.In fact,more and more entrepreneurs realize that undertaking corporate social responsibility is not only an improvement of the level of social welfare,but also assumes that social responsibility plays a pivotal role in the long-term development of the enterprise.However,it will not only be difficult to achieve the desired effect,but also affect the reputation and image of the enterprise,if the actual behavior of an enterprise is inconsistent with the social responsibility it publicizes,To sum up,in order to enable enterprises to take the initiative to assume social responsibility,rather than do one set of things,it is necessary for enterprises to understand the relationship between the two variables of corporate pseudo-social responsibility and corporate performance.Naturally there will be no pseudo-social responsibility behavior.At present,there are relatively many literatures exploring the relationship between corporate social responsibility and corporate performance,but there are few studies on the relationship between corporate pseudo-social responsibility and corporate performance.This paper attempts to analyze the mechanism of the impact of corporate pseudo-social responsibility on corporate performance.By constructing a conceptual model between the five variables of corporate pseudo-social responsibility,corporate reputation,customer satisfaction,employee turnover and corporate performance,the hypothesis is tested by correlation analysis and regression analysis.Research shows that corporate pseudo-social responsibility can not only directly affect corporate performance,but also indirectly affect corporate performance through corporate reputation,customer satisfaction and employee turnover.Corporate reputation,customer satisfaction and employee turnover play a part of intermediary role between corporate pseudo-social responsibility and corporate performance.Meanwhile,corporate pseudo-social responsibility has a significantly negative impact on corporate reputation and customer satisfaction,while corporate pseudo-social responsibility has a great positive impact on employee turnover.Finally,on the basis of the research conclusions,the enlightenment and prospect of this paper are given.It is hoped that this research can reduce the phenomenon of corporate pseudo-social responsibility,improve the awareness of enterprises fulfilling social responsibility,and provide new ideas for the future research of corporate pseudo-social responsibility.