A Study of the Curvilinear Relationship of CSR Participation and Organizational Commitment with Comparison of Groups Having Different Level of Perceived Authenticity

Abstract

Recently, many researchers have studied about Corporate Social Responsibility (CSR)'s positive effects and most studies consistently argued that CSR has good effect to improving corporate's image and employees' attitudes. Insofar as the other academic themes are, CSR doesn't have only a bright side, of course it also has a dark side. The problem is not about existence of the dark side, but when it rises to the surface and it has become harmful things to the company. We should know the trigger of the mechanism, so that we could control the CSR and the stresses which the employees are received. This study is about the point where the CSR changes from good to bad and vice versa. To examine the mechanism, we divide the sample to 3 group, which have different authenticity level that employees have perceived and then we conduct the regression analysis between employees' CSR participation and organizational commitment. As a result, a) in the low authenticity group, there is no significant relationship between two variables, b) in the high authenticity group, CSR participation has positive effect to organizational commitment, and specially, c) in the middle authenticity group, the two variables have curvilinear relationship which is inverted U-shape. We could know that the CSR's effect is changeable according to the level of authenticity that employee perceive via this clustering analysis and the implications of the study is also demonstrated in the conclusion.