A Study on the Impact of Corporate CSR Activities on Job Seekers’ Corporate Image, Corporate Trust, and Employment Preference -Focusing on Chinese Job Seekers-

Key Points

• The central aim is to analyze how corporate social responsibility activities impact corporate image and trust from the perspective of job seekers.
• Divided CSR activities into economic, legal, ethical, and philanthropic dimensions.
• Conducted a survey with 619 responding job seekers.
• Used SPSS Statistics and AMOS for data analysis and verification of research models and hypotheses.
• Applied structural equation modeling to assess the relationships between variables.
• All four dimensions of CSR positively influence corporate image and corporate trust.
• Corporate image significantly affects corporate trust and employment preference.
• Corporate trust also has a significant effect on employment preference.

Abstract