Research On The Influence Mechanism Of Corporate Employee Social Responsibility On Turnover Intention Of New Generation Employees

In recent years,the overall turnover rate of Chinese employees has shown an upward trend.Among the departing employees,the characteristics of employees leaving after 80/90 are the most typical.As the new generation of employees,80/90 employees' s high turnover rate has been the focus of academics and industry.attention.The new generation of employees have formed their distinctive personality traits,unique thinking patterns and individualized behaviors in the conflict and integration of Chinese and western culture brought by economic globalization and the prosperous development of the Internet,but this “uniqueness” has become one of the inducements leading to the high turnover rate.In the management practice of enterprises,employees' turnover intentions are often reduced by shaping excellent corporate culture,implementing EAP plans,and equity incentives.EAP program focuses on the mental health assistance provided by enterprises to employees reflects the responsibility of enterprises to employees.This measure has been widely concerned by the industry.Under the condition of economic globalization,social responsibility has become an important part of the core competitiveness of enterprises.To actively fulfill social responsibility has become an inevitable choice for enterprises to achieve sustainable development.As an important stakeholder of corporate social responsibility,employees are considered as heterogeneous resources to create value and enhance corporate competitiveness in modern enterprise management.The social responsibility of enterprise employees becomes the logical starting point for enterprises to fulfill their social responsibility.However,in the actual operation of enterprises,there are also some special “management phenomena”,such as “shortage of high-paid labor” and “tide of low-paid labor”.Therefore,it is of important decision-making and reference value for enterprise managers and relevant departments to explore the formation mechanism of the new generation of employees' turnover behaviors under the background of enterprises' fulfillment of social responsibilities,seek management measures to enhance employees' sense of belonging to the organization,reduce the turnover rate and enhance the core competitiveness of enterprises.Then,discussing the formation mechanism of the new generation of employee turnover under the background of corporate social responsibility fulfillment,seeking management measures to enhance employees' sense of belonging to the organization,reduce the turnover rate and enhance the core competitiveness of enterprises.have important decision-making and reference value for the managers and relevant departments of the enterprise.In order to solve the problems mentioned above,based on the related study about the relationship between Corporate Employee Social Responsibility and Turnover Intention,combining the demission model proposed by Price,social exchange theory,social identity theory and internal marketing theory,the concepts of corporate employees' social responsibility,organizational commitment,turnover intention and organizational support was clarified,then the concept model of this paper was built and the detailed hypotheses were proposed.Through the questionnaire survey method,243 valid questionnaires from the new generation of employees were obtained.Using the tools of SPSS 20.0 and AMOS 25.0,the theoretical model and the proposed research hypothesis were tested by structural equation modeling and multiple regression analysis.Through empirical analysis,the main conclusions are as follows:(1)Corporate employee social responsibility has a significantly positive impact on turnover intention;(2)Affective commitment,Normative commitment and Continuance commitment play a partial intermediary role between corporate employee social responsibility and turnover intention;(3)Perceived organizational support positively moderate the positive impact of corporate employee social responsibility on affective commitment;Perceived organizational support positively moderate the positive impact of corporate employee social responsibility on normative commitment.Further,the relevant management strategies are proposed based on the research conclusions.