Public Welfare Behavior Research of Financial Holdings in Taiwan

• Main Authors: Yu-Chen Chen, 陳昱蓁
• Other Authors: 陳瑞
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/44484082558487286315

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 98 === This research aims at studying three financial holding companies which were originated from insurance business: Fubon Financial, Cathay Financial Holdings, and Shin Kong Financial Holdings. It integrated and discussed the previous research, as well as adopting Delphi Method, hoping to conclude the motivation, types and approach of public welfare activities that financial holding companies conduct. Then we compare those with the suggestions of experts so as to establish a model of public welfare behaviors. The main findings are summarized as follows: (1)Financial Holding companies conduct public welfare as part of the social responsibilities as they hold a belief that “taken from the society, given to the society”. Their motivations are fulfilling the social responsibility, practicing business ethics, promoting enterprise image, concerning social issues, as well as for the company cultures and the owners’ personal motivations etc. (2)The types of public welfare activities that researched objects conduct are more of cultures and education, philanthropy, public welfare, education, community service as well as promoting arts and cultures. The activities include donation, emergency aids, academic activities, community activities, promoting arts and cultures, blood donation, and caring service. The beneficiaries are mostly students, victims, residents in specific community, and minority. And we found the forms of public welfare activities and beneficiaries are highly consistent with experts’ recognitions. (3)Financial holding companies supporting public service has certain degree on supplementing the various social aids provided by the government, as well as providing the public many useful information and the value of a healthy society. It also brings the positive impacts on promoting the company images, popularity, and competitiveness as well as to establish the concept of corporate citizenships and to cultivate the positive and aggressive value of employees. The financial holding companies boast of huge capital, abundant human resources and professions; it is an inevitable world trend for companies to participate and fulfill the social responsibilities, which is highly commendable. In the future, companies should work towards diverse and localized public welfare so as to benefit more individuals, groups or organizations that need help, in hopes of the long lasting of the public welfare activities.