CAJ | 학술논문

文章以社会网络理论为基础，探讨企业社会责任对渠道冲突的影响作用以及社会网络资源（市场信息获取和规范性影响力）的中介效应，明晰企业社会责任影响渠道冲突的作用机理。实证分析结果表明：企业社会责任行为的两个维度（企业商业实践的社会责任行为和企业慈善的社会责任行为）分别对社会网络资源的两个方面（市场信息获取和规范性影响）有显著的正向作用；企业市场信息获取和规范性影响均能够显著地降低渠道冲突；市场信息获取对商业实践社会责任行为和渠道冲突之间的关系、规范性影响对慈善社会责任行为和渠道冲突之间的关系均具有部分中介效应。文章从企业履行社会责任的内驱力角度强化了中国企业实行社会责任的意识和理念，具有一定的实践指导意义。
문장이사회망락이론위기출，탐토기업사회책임대거도충돌적영향작용이급사회망락자원（시장신식획취화규범성영향력）적중개효응，명석기업사회책임영향거도충돌적작용궤리。실증분석결과표명：기업사회책임행위적량개유도（기업상업실천적사회책임행위화기업자선적사회책임행위）분별대사회망락자원적량개방면（시장신식획취화규범성영향）유현저적정향작용；기업시장신식획취화규범성영향균능구현저지강저거도충돌；시장신식획취대상업실천사회책임행위화거도충돌지간적관계、규범성영향대자선사회책임행위화거도충돌지간적관계균구유부분중개효응。문장종기업리행사회책임적내구력각도강화료중국기업실행사회책임적의식화이념，구유일정적실천지도의의。
Based on social network theory, this paper explores the impact of corporate social responsibility （CSR） on channel conflict and the mediating effect of social network resources （market information acquisition and normative influence）, and clarifies the mechanism of the impact of CSR on channel conflict. The empirical results indicate that：The two dimensions of CSR, which are CSR of business practice and CSR of philanthropy, have a significant positive effect on the two aspects of social network resources （market information acquisition and normative influence） respectively. Both enterprise market information acquisition and normative influence can dramatically lower channel conflict. Market information acquisition plays a partial mediating effect on the relationship between CSR of business practice and channel conflict, whereas normative influence plays a partial mediating effect on the relationship between CSR of philanthropy and channel conflict. The paper, from the perspective of internal driving force, strengthens the consciousness and concept of Chinese enterprises to fulfill their social responsibility, and therefore has a certain practical guiding significance.