지각된 기업의 사회적 책임과 조직시민행동 간의 관계에서 조직신뢰, 조직 동일시의 이중매개효과

Amid growing complexity and uncertainty in business administration environment, Corporate Social Responsibility(CSR) is becoming an increasingly important factor in determining an organization's sustained competitive advantages and long-term survival. Despite clarified the impact of CSR on individual effectiveness, insufficiently-identified process factors have left sophisticated mechanisms between perceived CSR and effects unaddressed. This study assumes that organizational trust, organizational identification can be an important process factors given that perceived CSR propels trust, and that organizational trust is closely related to organizational identification, and the organizational identification is a decisive factor in OCB. Specially, this study investigated the effect of perceived CSR on OCB, and dual mediating effect of organizational trust and organizational identification was examined. This study collected data from 657 members of the 18 companies with the best or frontier CSR reputations. The results of analysis indicated that perceived CSR was positively related to organizational trust, organizational identification, OCB. In addition, organizational trust, organizational identification had a positive impact on OCB. Moreover, as expected in the hypothesis, the mediating role of organizational trust, organizational identification, and the dual mediating role of organizational trust and organizational identification were observed in the relationships between perceived CSR and OCB. The managerial implications of these findings and future research directions were then discussed.