인터넷 웹사이트 운영전략 및 성과 간 관계 연구 - 기업의 사회적 책임(CSR)이 조직 구성원의 조직몰입 및 생산적 행동에 미치는 영향을 중심으로 -

Purpose: By analyzing what kind of organizational reaction is shown by employees to corporate social responsibility(CSR), I want to propose a plan to maximize achievement(organizational commitment and productive behavior) within corporation. Methods: Regression analysis is used to analyze relationship between CSR awareness and achievement within corporation. Then structural equation model is used to check control effect of corporate member’s participation in CSR. Results: It is proved that employee’s CSR awareness has positive relationship with organizational commitment and productive behavior. It is shown that when employees have participated in CSR programs directly, effectiveness of relationship was especially higher for Organizational Citizenship Behavior (OCB) and innovative behavior. Conclusion: In order to increase organizational commitment and productive behavior of employees, corporation’s social responsibility management, in other words ethical management must be used so their motivation can be increased and so they can directly participate in CSR programs which will increase effectiveness of organization.