The Mediating Effect of Corporate Reputation on Perceived Corporate Social Responsibility and Job Intention  of Potential Employees in China

Wei  Yang; Sarana  Photchanachan; Pensri  Bangbon

Authors

Wei Yang Shinawatra University
Sarana Photchanachan Shinawatra University
Pensri Bangbon Shinawatra University

Keywords:

Perceived CSR, Potential Employees, Job Intention, Corporate Reputation

Abstract

In recent years, research on CSR has attracted more and more attention from all walks of life. Existing studies have well supported the view that corporations should fulfill social responsibility and gradually turned to the research on the relationship between CSR and stakeholders, forming a rich theoretical basis and experience summarization. However, as a special stakeholder of potential employees, the research on the relationship between job intention of potential employees and CSR, especially the influence of mentally perceived CSR on job intention, and the role of corporate reputation in it is still very limited. This study attempts to answer this question through in-depth analysis and provide support for research in related fields. This study uses a quantitative analysis research method. The primary data collection is mainly collected by questionnaire survey, using the perceived CSR, job intention of potential employees, and corporate reputation as variables, using the mature scale to design the questionnaire, and using the Likert 5-level scale to measure the relevant variables. By random sampling, 418 valid questionnaires were distributed and recovered. Descriptive statistical analysis, reliability and validity test, confirmatory factor analysis, regression analysis, and mediating effect analysis were used. The data were processed and analyzed by SPSS and AMOS statistical analysis software. The results of this research were indicated that the model of the relationship between perceived CSR, corporate reputation, and job intention of potential employees had a significant positive correlation between perceived CSR and job intention of potential, between perceived CSR and corporate reputation, and between corporate reputation and job intention of potential employees. And corporate reputation had a mediating effect on the relationship between perceived CSR and the job intention of potential employees. This research can expand the research horizon of related fields in theory and can guide CSR behavior in practice, which has research value. However, due to the limited sample size, further testing is required.

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