RELATIONSHIP BETWEEN SOCIAL RESPONSIBILITY AND ORGANIZATIONAL IDENTIFICATION OF E-COMMERCE ENTERPRISE BASED ON THE MODERATING EFFECT OF COLLECTIVISM

This work empirically analyzes the moderating effect of collectivism on the relationship between social responsibility and organizational identification of e-commerce enterprise. Our study suggests that: (1) there would be significant difference on the organizational identification under distinct enterprise sizes, employee gender and educational levels; (2) Fulfillment of duties to employees, consumers and the government has a significant positive impact on organizational identification, while fulfillment of duties to social and non-social stakeholders cannot effectively predict the impact of organizational identification; (3) organizational identification imposes a significant positive effect on the two structural dimensions of organizational citizenship behavior. Collectivism orientation plays a moderating role in the influence of employee-oriented and government-oriented responsibility on organizational identification. Our study recommends the managers of e-commerce enterprises to strengthen the organic integration of business strategy and corporate social responsibility (CSR), and to develop an effective framework for the system construction of CSR. It is necessary to realize that the fulfillment of corporate social responsibility is a long-term systematic project that requires fullest participation of employees. Managers should undermine the collectivism orientation of employees, and vigorously activate the interaction between employees and organizations, proactively cultivating the collectivism consciousness and the sense of community among employees.