企业社会责任对员工品牌公民行为的影响机制

The Impact Mechanism of Corporate Social Responsibility on Employees’ Brand Citizenship Behavior

随着服务型组织对服务质量和品牌建设的重视,研究者展开了对一线员工品牌公民行为的研究。本文在以往研究基础上,构建了一个调节-中介模型以探讨企业社会责任影响员工品牌公民行为的中介机制及其边界条件。根据社会信息加工理论和个人-环境匹配理论,本文通过员工工作重塑这一中介变量来解释企业社会责任与员工品牌公民行为之间的关系。在此基础上,进一步假设了组织结构特征对以上变量之间关系的调节效应。通过对两家保险公司365名客户经理及其直接主管的三阶段调查,对以上研究假设进行了检验,结果支持了本文的理论预期。研究结论有助于了解企业社会责任对员工品牌公民行为的影响机制,帮助企业有效管理和支持员工在一线工作岗位上的积极表现。

Brand organizational behavior received more and more research attention recent years because of the service organizations’attaching importance to the service quality and brand-building.Among this line of research,organizational social responsibility was proposed to be a variable to motivate employees’brand organizational behavior.Based on the prior literature on relevant topic,this study proposed the mediation effect of employees’job crafting between the organizational social responsibility and employees’brand citizenship behavior and moderation effect of organizational structure through the perspective of social information processing theory and person-environment fit theory respectively.A three-phase survey data were collected from 365 employees and their direct supervisors in two insurance companies in Henan province,China.The structure equation technique and bootstrap analysis procedure were employed to test he hypotheses and all the hypotheses were supported.The application of the study was also discussed.