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.
