CSR활동의 적합성과 CSR연상: 종업원 동일시를 중심으로

The social responsibility of companies has become a crucial factor to consider for the survival and growth of business firms. Academic attention to CSR has also continued for a long period of time. However, few studies have been done about the effectiveness of CSR activities on employees. Recently, some researches are paying attention to the influence of CSR activities on employees, but the research has several limitations. First, some studies emphasize the relationship between employees’ perceptions of CSR and commitment to their companies, it is unclear what process by which commitment is formed. The present study examines the way in which employees’ CSR associations influence their commitment to companies. It focus specifically on the potential effects of the cognitive identification and emotional response. Second, there have been no studies about the effectiveness of CSR fit on employees’ perceptions of CSR activities. In forming perceptions of CSR, employees are likely to guess their company’s motivation according to the level of CSR fit. We deal with the CSR fit in terms of company’s characteristic and employee self-concept. To test the hypotheses, we took a survey with 149 employees. The structural model was tested using a estimation by MLE and all hypotheses were supported. The current study contribute to the literature in several ways. First, this study demonstrates that CSR activities influence employee commitment, and also examines employee-company identification process by which organizational commitment is formed. When employees perceive their company to be a socially responsible, s/he would go through identification process, which consists of cognitive identification and emotional response. Through the experience of congruity felt and emotions, employees become increasingly committed to the relationship with their company. Another contribution is the establishment of a positive relationship between CSR fit and employees’ perceptions of CSR. This study shows the fact that company-cause fit and employee-cause fit are both significant antecedents of CSR associations. Bring these discussions together, it is believed that companies should manage their CSR activities in terms of employees' perspective.