臺灣博碩士論文加值系統

2014年7月31日到8月1日之間，高雄市發生了一場重大氣爆災難，造成當地人民生命及財產的重大損失。面對無情的災害，社會各界紛紛解囊相助，為災區捐錢捐物成為當時社會大眾和各類媒體關注的最大焦點。而這突如其來的巨大災難，也為研究慈善捐款對公司所產生影響提供了獨特的契機。本研究利用從高雄市政府社會局81石化氣爆善款資訊網網頁以及中華民國紅十字總會網站所蒐集之高雄氣爆事件上市櫃公司慈善捐款的數據，實證分析了上市櫃公司慈善捐款的經濟動機和影響因素。一開始，本研究以2013年全上市櫃公司樣本去檢測影響公司捐款意願的因素。實證結果發現，公司產品與消費者直接接觸確實能提高上市櫃公司捐款的可能性。接下來，本研究針對捐款樣本進一步檢測當上市櫃公司已決定進行捐款時，影響公司相對捐款水準的因素。實證結果發現，產品直接與消費者接觸的公司以及家族企業，其相對捐款水準顯著高於其他公司，公司所處產業的產業集中程度越低，同業間競爭越是激烈，公司相對捐款水準將越高。最後，本研究利用捐款樣本探討公司相對捐款水準的高低對公司未來經營績效的影響。實證結果發現，公司相對捐款水準越高，會對公司未來的經營績效有正向的影響。

Between July 31, 2014 and August 1, 2014, a major gas explosions disaster occurred in Kaohsiung city, causing heavy loss of life and property of local people. This incident provides a unique opportunity to study the impact of charitable donations on the company. This study uses data collected from the website of Kaohsiung municipal government social bureau and the website of the Red Cross society of the ROC to analyze the economic motives and influencing factors of corporate charitable donations. First, we finds whether a company sells consumer products is an important determinant of the amount of donations which the companies make. The companies selling consumer products make more amount of donations than other companies not selling consumer products. Second, we find that family-owned companies make more amount of donations than other companies. Third, we also find that industry concentration is an significant determinant to decide the amount of companies donations. We find that lower is the degree of industry concentration which the companies belong, more is amount of companies donations. Lastly, we find that greater is the donations made by the companies, higher will be the company’s future operating performance. Particularly, this effect is more pronounced in companies selling consumer products.

目錄

摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 : 緒論 1
1-1 研究背景與動機 1
1-2 研究架構 6
第二章 : 文獻探討與研究假說 8
2-1 公司策略性慈善捐款之經濟動機與廣告效用 8
2-2 公司控制者類型對公司慈善捐款的影響。 10
2-3 產業集中程度對公司慈善捐款的影響 13
2-4 公司慈善捐款對公司經營績效之影響 15
第三章 : 研究方法 17
3-1 資料來源與樣本選取 17
3-1-1 捐款樣本 17
3-1-2 全樣本 19
3-2 探討公司捐款經濟動機之變數說明與定義 19
3-2-1 應變數 19
3-2-2 產品與消費者的親近程度 20
3-2-3 產業集中程度衡量變數 20
3-2-4 家族控股 21
3-2-5 控制變數 22
3-3 探討公司捐款對經營績效影響之變數說明和定義 22
3-3-1 應變數 22
3-3-2 研究變數與控制變數 22
3-4 實證模型之設定 23
第四章 : 實證結果與分析 28
4-1 高雄氣爆台灣上市櫃公司捐款概況圖表、敘述統計。 28
4-1-1 以圖說明台灣上市櫃公司捐款概況。 28
4-1-2 敘述性統計分析 30
4-2 實證結果及其分析 34
4-2-1 相關性分析 34
4-2-2 公司捐款的經濟動機: 基於全樣本的迴歸分析 35
4-2-3 公司捐款的經濟動機: 基於捐款樣本的迴歸分析 37
4-2-4 公司捐款的經濟動機: 引入交叉項後的捐款樣本迴歸分析 38
4-2-5 公司捐款對經營績效的影響: 基於捐款樣本的迴歸分析 40
4-2-6 穩健性測試: 重新定義公司產品是否直接與消費者接觸之虛擬變數 42
第五章 : 研究結論 43
參考文獻 46
附錄 50

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