Modeling Corporate Social Responsibility, Image and Job Pursuit Intention：The Moderating Effect of Altruism

[[abstract]]In recent years, issues of corporate social responsibilities have been discussed worldwide. Many scholars reported that if a company fulfills its social responsibility, the corporate images can be raised, business performance can be better, and employees would be motivated. Most researches related to corporate social responsibilities focused on international norms and large enterprises in the past. Few researches investigated if the corporations promote social responsibilities based on altruism, would the recruiting efforts be influenced. Based on paper reviews, it is confirmed that business performances are influences by corporate images and if corporations promotes social responsibilities. However, the effects of corporate social responsibilities on the job seekers are not investigated. This research discusses the effects of corporate social responsibilities based on altruism on the corporate images and job seekers intension. Wowprime corp. is the case study of this research. The questionairs include gratuate students from the central region catering or leisure tourism departments of universities. In order to facilitate sampling questionnaires, face to face respondents to adopt and recovery methods, this study issued a total of 400 questionnaires, 391 valid questionnaires recovered. The final results show that when companies implement social responsibility, not only can effectively enhance the corporate image, for job seekers intension to have a positive impact. Further job with a lower altruism leanings, The perception of corporate social responsibility will have a positive effect on job seekers intension, and finally, companies implement social responsibility job seekers will generate a positive impact through mediation effects of the corporate image for the job will