중국 전자상거래 종사자들의 CSR 동기가 조직신뢰와 조직시민행동에 미치는 영향

This study analyzed the mediating effects of corporate social responsibility (CSR) motivation on organizational citizenship behavior in China e-commerce firms. In order to analyze this relationship, it is analyzed whether the effect of organizational trust on organizational citizenship behavior is an adjustment effect that is controlled by individualism of employees and a controlled mediation effect. Participants were 20∼30 employees of Chinese e-commerce companies and distributed a total of 350 copies, analyzing the contents of 268 respondents excluding 82 untrusted respondents. The results show that the CSR motivation has been found to mediate effects on organizational citizenship behavior through organizational trust. And the CSR motivation of Chinese e-commerce workers is mediated by the effect of organizational trust on individualism and the mediating effect of organizational trust on organizational citizenship behavior. Therefore, CSR motivation and organizational trust in the employees of Chinese e-commerce companies have regulated mediating effect which is increased or decreased by organizational citizenship behavior according to individualism tendency. The implication of this study is that the adjusted mediator effect combined with this model has been confirmed, so that individualism tendency in the organization has become an important factor.