earticle

영어

The purpose of this research investigates the relationship among corporate social responsibility (CSR), organizational trust, and organizational citizenship behavior (OCB) with moderating effect of cynicism. In this research, 318 salesmen in the insurance industry completed the questionnaires and SPSS and Amos were employed. This research proposed the following hypotheses. Hypothesis 1: Corporate social responsibility will be positively related to organizational trust. Hypothesis 2: Corporate social responsibility will be positively related to organizational citizenship behavior. Hypothesis 3-1: Organizational trust will be positively related to organizational citizenship behavior. Hypothesis 3-2: Organizational trust will mediate the relationship between corporate social responsibility and organizational citizenship behavior. Hypothesis 4: Cynicism will be negatively related to organizational citizenship behavior. Hypothesis 5: Cynicism will moderate the relationship between corporate social responsibility and organizational trust. That is, this relationship will be stronger when cynicism is weak that when it is strong. The findings are: Firstly, it is found that there are positive relations among three factors of CSR motivation. Value oriented motivation and stakeholder oriented motivation increase employee's perception of organizational trust. Secondly, cynicism decreases organizational trust and plays a moderating role between value oriented motivation and organizational trust. Thirdly, value oriented motivation and stakeholder oriented motivation increase individual's altruistic behavior and conscientious behavior. Organizational trust plays a complete mediating role between value oriented motivation and individual altruistic behavior and between value oriented motivation and conscientious behavior. Finally, cynicism was negatively related to the altruism dimension of OCB. The following are the theoretical and practical implications of this research. First, the significance of the research is found in that it proposes the complex relationship among the corporate social responsibility, organizational trust, cynicism, and organizational citizenship behavior. Furthermore, this research examines the effects of corporate social responsibility and organizational trust on the organizational citizenship behavior as antecedent, which have not been covered in the preceding research. Also, it analyses the controlling effects of cynicism on the relationship between social responsibility and organizational trust. Second, this research proposes that the executives should have both value oriented motivation as well as the stakeholder oriented motivation, when trying to carry out the corporate social responsibility. It suggests that the executives should sublate the egoistic motivation, such as tax exemption, and take in value oriented motivation, which contributes to the ethics of society and also attain stakeholder oriented motivation, forthe necessities of the public. Third, this research presents the importance of decreasing the cynicism of the employees. It proposes that cynicism causes the employees to have negative attitude towards achieving the goals of the organization as well as their work. It also presents how cynicism causes organizational distrust and decreases the employees’ immersion in the organization and how it lowers their satisfaction of duty. Accordingly, it proposes that cynicism lessens the organizational citizenship behavior, such as voluntary altruism. Consequently, it suggests that cynicism can become the negative factor, lowering the corporate performance. Finally, directions for future research are discussed.

한국어

본 연구의 목적은 기업의 사회적 책임이 구성원의 조직신뢰 및 조직시민행동에 미치는 영향을 분석하는 것이다. 특히, 본 연구는 기업의 사회적 책임 가운데 문화예술 활동에 국한하여 연구를 진행하였으며, 이 과정에서 구성원들이 가지는 냉소주의 성향의 상호작용효과를 검증하고자 하였다. 본 연구의 결과는 다음과 같다. 첫째, 문화예술 활동을 중심으로 한 기업의 사회적 책임 활동의 세 가지 동기 중에서 가치지향 동기만 조직신뢰에 유의미한 정의 영향을 미치는 것으로 확인되었다. 둘째, 구성원의 냉소주의 성향은 구성원의 조직 신뢰 및 조직시민행동을 감소시키는 것으로 나타났으며, 냉소주의 성향이 강할수록 가치지향 동기가 조직신뢰에 미치는 영향은 증가하는 것으로 나타났다. 셋째, 가치지향 동기 및 이해관계자지향 동기는 구성원의 이타주의 성향에 그리고 가치지향 동기는 성실행동에 각각 유의미한 정의 영향력을 가지는 것으로 나타났다. 넷째, 조직신뢰는 구성원의 이타주의 및 성실행동에 모두 유의미한 정의 영향력을 보이고 있다. 또한, 매개회귀분석을 실시한 결과, 가치지향 동기와 이타주의 및 성실행동의 관계에서 조직신뢰는 완전매개역할을 하고 있음을 확인하였다.