Perception of Corporate Social Responsibility, Organizational Commitment and Employee Innovation Behavior: A Survey from Chinese AI Enterprises

Hao He () and Chonlavit Sutunyarak ()
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Hao He: Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Bangkok 10400, Thailand
Chonlavit Sutunyarak: Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Bangkok 10400, Thailand

JRFM, 2024, vol. 17, issue 6, 1-21

Abstract: This study delves into the relationships between the perception of corporate social responsibility (PCSR), organizational commitment and employee innovation behavior, as well as the multiple mediating roles of affective, normative and continuance commitment in the relationship between the perception of CSR and innovation behavior. This research involved 419 employees from 15 artificial intelligence (AI) enterprises in Shenzhen, China. This study’s hypotheses were tested using structural equation modeling. The findings indicate that PCSR significantly impacts innovation behavior, and affective, continuance and normative commitments also positively influence innovation behavior. Moreover, these three commitments play a partial mediating role in the relationship between PCSR and innovation behavior. This study enriches and expands the understanding of the multiple mediating mechanisms between PCSR and employee innovation behavior, providing a theoretical basis and guidance for management to comprehensively understand the role of employees’ PCSR in enhancing organizational commitment and fostering innovation behavior.

Keywords: perception of corporate social responsibility; employee innovation behavior; affective commitment; normative commitment; continuance commitment (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2024
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