The Empirical Study On The Impact Of Employee's Perception Of Corporate Social Responsibility On Organizational Citizenship Behavior

With the development of economy and society,corporate social responsibility has gradually become the focus of academic and practical circles.In many western companies,the practice and management of corporate social responsibility has risen to the height of strategic management.In recent years,China's enterprises have brought a lot of social problems in the process of rapid development,which has aroused widespread concern in the community.For example,the "swill-cooked dirty oil" incident of Ting Hsin group in 2014 and so on.The existing researches paid more attention to the effect of corporate social responsibility on the company profitability and the consumer response.But it paid insufficient attention to the effect on employee,who are the most important stakeholder in companies.In the context of China's social transformation,civil moral issues have risen to the level of the state and society.The eighteen major reports of the party and the work report of the State Council of the State Council in 2014 emphasized the importance of improving the moral quality of citizens and strengthening the construction of citizen morality.As an important part of social citizens,employees' moral level and the interests of enterprises and social development are closely related.Moral identity,as a key source of employee's moral motivation and moral behavior,directly reflects the moral level of employees.Moral identity will stimulate the moral behavior,the staffs work behavior will be consistent with their own identity.The high level of moral identity of employees will force the individual to conduct behavior in accordance with the moral manner,it is more likely to produce organizational citizenship behavior.In the basic of Social Exchange Theory,Social Cognitive Theory and Stakeholder Theory,this paper firstly studied the impact of corporate social responsibility perception on organizational citizenship behavior.Secondly,it studied the impact of moral identity on organizational citizenship behavior.Lastly,the paper studied the impact of the interaction between corporate social responsibility perception and moral identity on organizational citizenship behavior.After a systematic review of the literature of corporate social responsibility,moral identity and organizational citizenship behavior,this paper constructs the research model and puts forward the theoretical hypothesis.With the analysis tool of SPSS 19.0,this paper processes and analyzes data with two-factor analysis of variance and draws the following conclusions:(1)The corporate social responsibility perception has significant positive impact on employee's organizational citizenship behavior.(2)The moral identity has significant positive impact on employee's organizational citizenship behavior.(3)The interaction between corporate social responsibility perception and moral identity has significant impact on employee's organizational citizenship behavior.Based on the research conclusions above,this paper proposes the following suggestions on management:Suggestion 1:continue to strengthen corporate social responsibility consciousness,to promote the integration of corporate strategy and corporate social responsibility and build the institutional framework of corporate social responsibility.Suggestion 2:encourage employees to participate in the practice in corporate social responsibility,optimize the corporate propaganda and communication mechanism,employees of different level of moral identity need to be treated differently,encourage the employee's organizational citizenship behavior.Suggestion 3:strengthen the establishment and propaganda of corporate image,pay more attention to the positive role of moral that plays in corporate,to attract the excellent talents who are consistent with the company's moral values.