Research On The Impact Of Organizational Social Responsibility And Organizational Identity On Organizational Citizenship Behavior

Corporate social responsibility develops along with the development of the organization, contains the range from the initial economic accountability to the multi-level of the law, morality and charity implementation. Faced with the financial tsunami, earthquakes, snowstorms and other disasters, organizations which are courage to bear the socially responsible will by the favor and support of consumers, employees government or other stakeholders. Most people believe that sustainable development organizations have to undertake corporate social responsibility. More and more enterprises realize undertaking corporate social responsibility is not only an image-building process but a corporate strategy execution.By the introduction of the Stakeholders theory, providing a new research perspective of corporate social responsibility, from connotative "what is the corporate social responsibility" steering to epitaxial "whom should corporate social responsibility be responsible for ".Organizations social responsibility performance evaluated by employees, consumers, shareholders, government or other stakeholders seems more convincing. This research innovative selects the perspective of commercial banks internal staff, strive to reveal the impact mechanism of the employee perception of organizational social responsibility on organizational citizenship behavior. In addition, based on social identity theory, employees through inner perception attribute themselves to a particular class of people, which may in turn produce a series of acts. Therefore, in this study, an innovative way into organizational identity, so as to dynamically and systematically study on the impact of employee perception of organizational social responsibility on organizational citizenship behavior, further to better management practices of commercial banks in China.In this paper, based on the exploration and analysis on existing literatures and relevant theories with respect to corporate social responsibility, organizational identification and organizational citizenship behavior theory, this paper constructs an effect mechanism model of employee perception of organizational social responsibility on organizational citizenship behavior. According to the theoretical model, this paper through to Sichuan, hubei and other provinces of employees in the field research and obtain an effective form of186by the initial survey the effectiveness of the analysis, the use of the factors for the analysis, the relevant analysis and test results from the equation, multiple regression analysis to examine the hypothesis.This paper attempts to make three innovative points:firstly, the perspective of innovation. In the existing literature at home and abroad combing process, most the study of the corporate social responsibility is from hierarchy theory, Empirical research combines with the Stakeholders theory also belong to the infancy. Meanwhile, this study provide a reference for the improvement of employee perception of organizational social responsibility measurement system and rich the research industry background. Secondly, this study provides a reference for the study of the theory, provide some ideas to explore the intermediary role of the organizational identification. Thirdly, provide new avenues of research mechanism, traditional research mechanisms antecedents purpose is to act on the latter, Organization’s social responsibility in the present study is not all acting on the employees, but employees through perception and judgment, and then produced a series of acts.Although this paper Draw and validation of a number of innovative academic point of view, to the enterprise management practice and theoretical research have certain guiding significance, but because of the time, energy is finite, and the study of the sensitivity of the issue. This research still has some limitations.In addition to the expansion of the sample in order to expand the conclusion of universality, in research methods, it is necessary to improved measurement scale. Visible, this study still remain at further improving and deepening.