The Effects Of Perceived Corporate Social Responsibility On Organizational Citizenship Behavior

With the development of economy and society, the practice of corporate social responsibility has become an irreversible trend in the world. Many Western companies have raised corporate social responsibility to the height of the strategic management while enterprise in China has caused many social contradictions in the process of rapid development, which has been becoming a matter of concern for government, enterprise and scholar. It has been much discussion of the impact of corporate social responsibility on enterprise financial performance and consumer, while employee, which is key stakeholder inside, hasn’t been given much attention. Based on social exchange theory, social identity theory and social relationship theory, this study conducts an empirical research on the relationship between corporate social responsibility(say CSR to social and non-social stakeholder, employee, consumer and government) and organizational citizenship behavior(say OCB to individuals and OCB to organization).In this paper, we have systematically reviewed the relevant literature on CSR, OCB, organizational identification, collectivism orientation, on which we build a research model and put forward theoretical assumptions, then use SPSS19.0 to carry out empirical research. First of all, we test the reliability level of questionnaires through the small sample test, according to which terms of the each questionnaire have been modified. Secondly, we have verified the validity of the questionnaire and data through the reliability analysis, exploratory factor analysis, the homology analysis of variance in the large sample test. Thirdly, we have tested the impact of demographic variables on mediating variables and the outcome variable through independent sample T-test and ANOVA. Finally, correlation analysis and regression analysis are used to clear the affect relationships among variables. The main conclusions are:(1)There are significant differences in organizational identification with different gender and educational background; There are significant differences in the organizational citizenship behavior of different age and the size of the enterprise; There are significant differences in the organizational citizenship behavior of different age and enterprise scale.(2)CSR to social and non-social stakeholders has a significant positive effect on OCB to organization, and has no significant effect on OCB to individuals; CSR to employees has a significant positive effect on OCB to individuals, and has no significant effect on OCB to organization; CSR to consumers and the government has a significant positive effect on the two dimensions of organizational citizenship behavior.(3)CSR to employees, consumers and the government has a significantly positive impact on organizational identification, while CSR to social and non-social stakeholders can not effectively predict organizational identification; Organizational identification has a significant positive effect on both two dimensions of organizational citizenship behavior.(4)There are no mediating role of organizational identification in the relationship between CSR to social and non-social stakeholders and the two dimensions of OCB; Organizational identification fully mediates the impact of CSR to consumers on the two dimensions of organizational citizenship behavior; Organizational identification has a full mediating effect on the relationship between CSR to employees and OCB to individuals, and there is no intermediary role in the influence of CSR to employees on OCB to organization; Organizational identification has partly mediated the relationship between CSR to the government and OCB to individuals, while playing a full mediating role in the impact of CSR to the government on OCB to organization.(5) Collectivism orientation plays a moderating role in the influence of CSR to employees and CSR to the government on organizational identification, while the relationships between other dimensions of CSR and organizational identification haven’t been moderated by collectivism orientation.Based on the above research conclusions, the following suggestions are put forward: Continue to strengthen the awareness of corporate social responsibility, to put corporate social responsibility into business strategy, to build the institutional framework of corporate social responsibility; To perform corporate social responsibility in a key stage, putting CSR to employees and CSR to the government on the first grade, and then take into account the promotion of consumers’ and social and non social stakeholders’ interests; To encourage employees to participate in the practice in CSR, to optimize the corporate propaganda and communication mechanism; To avoid and control the influencing factors of organizational identification; Strengthen the good interaction between employees and organization, improve the collectivism orientation.