民营企业作为我国经济社会中的新兴力量，在民营经济的不断发展下，愈加 积极主动的参与到社会管理中来，其对社会经济的作用也更加凸显。与我国社会 发展正在告别过去粗放模式以及经济增速不断放缓的时代背景相结合，民营企业 受到越来越多的关注。在我国特殊国情的背景下，国有企业代表着政府信誉，具 有天然的政治联系，有更强的意愿也具有一定的实力去履行社会责任。而民营企 业大多存在较小的生产规模以及较为薄弱的融资能力，因此生存与发展问题就显 得尤为严峻，并且在中国这样的转型经济中驱使企业承担社会责任的市场机制和 制度约束也较为缺乏。但是在现实情况中依旧有诸多民营企业都在以自己的方式 为我国社会责任贡献力量。因此，通过探讨在严峻的生存与发展的压力之下，民 营企业依旧存在履行社会责任现象的原因，对提升民营企业整体的社会责任水平 具有重要意义。 在现有文献中，学者们大多从产生的经济后果的角度出发来对企业社会责任 行为进行理论分析，而企业是否具有社会责任性质的行为以及这种行为所产生的 履行效果如何与社会责任行为的形成因素密切相关，但是目前却鲜有学者对此进 行深层次探究。已有文献认为企业社会责任认知作为最前端的影响因素，能够直 接对企业的社会责任行为起到导向作用，作为内因之一的社会责任动机也会对企 业采取什么样的社会责任行为存在重要的影响，而制度压力作为外部压力的影响 也是不容小觑的。但对于社会责任认知、动机、行为三者关系的探究，以及制度 压力在该路径中的推动作用以往研究却鲜有涉及。基于此，本文从企业社会责任 行为的形成机制出发，深入探究了以下三个问题：（1）民营企业对社会责任的认 知如何并且这种认知是否影响了其相关行为？（2）民营企业履行社会责任的动II 机是什么以及这种动机在社会责任认知与行为之间是否存在中介作用？（3）在 社会责任认知、动机与行为的关系中，制度压力起到何种推动作用？ 本文通过对企业社会责任的内涵以及相关研究进行系统的论述厘清上述问 题间的相关关系，并进一步深入探究企业社会责任认知与行为的关系，从工具主 义动机和利他主义动机两个维度引入社会责任动机作为这一影响过程的中介变 量，将制度压力也纳入到了理论模型中来。具体来说，本文首先通过整理变量间 的相关关系提出相应的研究假设。其次，按照所提出的理论模型和假设条件，确 定所需要的测量指标并设计调查问卷，然后针对浙江省民营企业管理者展开问卷 调查。依据回收的 210 份有效问卷，运用 SPSS 23.0、Amos22.0 统计分析软件进 行实证检验。通过实证分析发现，浙江省民营企业社会责任认知整体水平较高， 但存在对社会责任自身概念模糊的现象，企业不仅会出于追求经济利益的目的考 虑自身社会责任行为的选择，还会出于对提升社会福祉的利他性原则的考虑；民 营企业的社会责任认知与行为水平之间具有正向的影响作用；在社会责任认知与 行为的关系中，不论是工具主义动机还是利他主义动机均起到中介作用；不论在 高制度压力水平下还是低制度压力水平下，社会责任认知不论是通过工具主义动 机还是利他主义动机对社会责任行为的间接效应均是显著的，同样的，企业社会 责任认知对行为的直接效应也是显著的。最后，本文先对检验结果进行了逐步的 分析与解释，然后提出了相应的管理对策，以期能够进一步提升民营企业履行社 会责任意愿以及社会责任行为的整体水平。 关键词：民营企业社会责任；认知；动机；制度压力III A Study on the Relationship among Cognition, Motivation and Behavior of Social Responsibility of Private Enterprises: Regulation of Institutional Pressure ABSTRACT As a new force in our country's economic society, private enterprises are more active to participate in social management under the continuous development of private economy, and their role in social economy is more important. With the social development of our country, private enterprises are gaining more attention than before. In the context of China’s special national conditions, state-owned enterprises represent the credibility of the government, having natural political connections and stronger willingness to fulfill the social responsibility. However, most private enterprises’ production scale and financing capacity are so unsubstantial. So It’s very serious of private enterprises’ development. Meantime the market mechanism and institutional constraints that drive enterprises to assume social responsibility are also relatively lacking in China. However, in reality, there are still many private enterprises contribute to the CSR in their own way. Therefore, It makes a lot of sense to improve the level of private enterprises’ social responsibility by exploring the reasons why private enterprises still perform social responsibility under the severe pressure of survival and development. Through the analysis of the existing literature, it is found that most of the existing research is based on the economic consequences of corporate social responsibility behavior and the influence factor. But there are few scholars have conducted in-depth research on this at present. It has been argued that corporate socialIV responsibility perception as the forefront of influence factor can guide the corporate social responsibility behavior directly. And the corporate social responsibility’s motivation also has an important impact on the activity. The impact of institutional pressure as the external pressure also cannot be underestimated. However, there are few previous studies on the relationship among the social responsibility cognition, motivation and behavior, and the role of institutional pressure in promoting social responsibility. Based on this, starting from the formation mechanism of corporate social responsibility behavior, this paper explores the following three issues: (1) How do private enterprises understand social responsibility and how do they influence social responsibility behavior(2) What is the social responsibility’s motivation of private enterprises and whether such motivation plays a mediating role between social responsibility cognition and behavior(3) In the relationship between social responsibility cognition, motivation and behavior, what kind of impetus does institutional pressure playIn order to elaborate the above of research issues, this paper first reviews the connotation of corporate social responsibility and related theories, further explores the relationship between corporate social responsibility cognition and behavior, and introduces the social responsibility motivation, and incorporates institutional pressure. Firstly, this paper puts forward the corresponding research hypothesis by sorting out the correlation between variables. Secondly, according to the theoretical model and hypothetical conditions proposed, the required measurement indicators are determined and a questionnaire is designed. Then, a questionnaire survey is conducted for private enterprise managers in Zhejiang Province. Based on 210 valid questionnaires collected, empirical tests were carried out by SPSS 23.0 and Amos 22.0. It is found that the level of social responsibility awareness in Zhejiang Province is relatively high, but the concept of social responsibility is ambiguous. Enterprises perform social responsibility not only for economic motives, but also for altruistic motives and social well-being considerations. There is a significant positive correlation between the level of social responsibility awareness and behavior of private enterprises. Social responsibility motivation plays a mediating role in the relationship between industryV social responsibility cognition and behavior. Whether under high or low institutional pressure, there is the indirect effect among the social responsibility cognition and social responsibility behavior, there also exists the direct effect of the corporate social responsibility cognition and behavior. Finally, the empirical conclusion are enhanced, and the corresponding management countermeasures are put forward, so that the private enterprises’ social responsibility behavior can be further enhanced. KEY WORDS: social responsibility of private enterprises; cognition; motivation; institutional pressureVI 目 录 摘要................................................................................................................................. I ABSTRACT......................................................................................................................III 目 录................................................................................................................................ VI 一、绪论.............