This chapter demonstrates the research methods which were used in this study to ensure the research purposes were achieved. This chapter describes the research framework, hypothesis, research procedure, research sample, data collection, construct measurement scale, pilot test, main study test, and data analysis.
Research Framework
According to the discussion in the literature review, the following framework illustrates the relationship among five variables in this research. Specifically, employee CSR perception – the independent variable is predicted to positively relate to the two dependent variables: OCB and employee volunteering behavior. These relationships are mediated by prosocial motivation. The moderating effect of task significance in the relationship between employee CSR perception and prosocial motivation is also explored. The research framework is shown in Figure 3.1.
26 Figure 3.1
Research Framework
Employee CSR Perception
Prosocial Motivation
Employee Volunteering
Behavior Task
Significance
OCB
Control Variables:
- Gender - Job Tenure - Age
- Marital Status - Education Level H3
H1
H2
H4
H5 H6
H8 H7
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Research Hypotheses
Hypothesis 1: There is a positive relationship between employee CSR perception and employee OCB.
Hypothesis 2: There is a positive relationship between employee CSR perception and employee volunteering behavior.
Hypothesis 3: There is a positive relationship between employee CSR perception and prosocial motivation.
Hypothesis 4: There is a positive relationship between prosocial motivation and OCB.
Hypothesis 5: There is a positive relationship between prosocial motivation and employee volunteering behavior.
Hypothesis 6: Prosocial motivation meditates the relationship between employee CSR perception and OCB.
Hypothesis 7: Prosocial motivation meditates the relationship between employee CSR perception and employee volunteering behavior.
Hypothesis 8: Task significance strengthens the positive relationship between employee CSR perception and prosocial motivation.
Research Procedure
This part describes the process that this study would go through. The research procedure for this study is divided into several steps as shown in Figure 3.2 at the end of this part.
Statement of The Problem
The idea of this research initially stemmed from the personal interest of the author who participated in several CSR activities. From these CSR engagement experiences, a motivation to study further the effects of CSR was generated. Many CSR-related studies had been reviewed for the author to shape the ideas for the study. Meanwhile, many discussions were carried out with the thesis advisor to have the research ideas finalized. As a result, the ultimate research ideas were presented in this research regarding the interactions among employee CSR perception, employee OCB, employee volunteering behaviors, prosocial motivation, and task significance within the organizations in Taiwan.
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Literature Review
The literature review about the concerned concepts in this study was done to firstly study further the research issues, then identified the research gap, and finally ensured that the present research topic has not been studied in previous research. As a result of the literature review, the research framework was built and analyzed with supportive rationales.
Development of The Questionnaires
The quantitative approach with survey-based methodology was adopted for the present study. A well-designed validated questionnaire was developed based on previous reliable studies and then was distributed as a tool for data collection. The questionnaire includes measurement scales for five constructs: employee CSR perception, OCB, employee volunteering behavior, prosocial motivation, and task significance. The data was collected in Taiwan. For the Taiwanese respondents to have a better comprehension of the questionnaire, the original English questionnaire items were translated into Traditional Chinese by the author and then gone through the review of the three Taiwanese experts so that the translation accuracy is ensured.
Data Collection
Pilot Study
Researchers who adopt a quantitative approach are recommended to use a pilot test to test out the questions and the potential practical issues in the following steps of the research procedure (Tashakkori & Teddlie, 2010). To achieve these aims, the validity and reliability of the instrument were tested in the pilot tests.
During the pilot test, the questionnaires were distributed to Taiwanese employees who are working in Taiwan. Cronbach Alpha Coefficient analysis was conducted to test the reliability of the construct.
29 Main Study
Convenient and snowball sampling were adopted for questionnaire distribution. The questionnaires were designed by using SurveyCake, then the links were sent out to Taiwanese people. These receivers helped spread out the questionnaires to others by forwarding the links.
Data Analysis
After collecting the data, the statistical software IBM SPSS 23.0 was used for data analysis in this research. Descriptive data analysis, confirmatory factor analysis, Pearson correlation analysis, and hierarchical regression analysis were used in this study.
Result Interpretations
By using the result from the data analysis, the implications of this study were reviewed and interpreted. Regarding the findings section, the literature review was used for explaining and supporting discussions in the findings.
Conclusions and Suggestions
A summary of the main purposes and findings of this research are first presented, followed by suggestions and recommendations for studies in the future.
30 Figure 3.2
Research Procedure
Research Sample and Data Collection
The participants of this research include Taiwanese people who have working experience in companies having CSR engagements in the community and environment. The reason this research chose Taiwan organizations as the participants is because there has been a growing number of CSR practices in Taiwan’s organizations. In addition, Taiwan’s government has encouraged the CSR practices in the companies by amending the Company Act which indicates that companies should not only earn profit but also take into consideration social welfare and altruism initiatives. It is believed that Taiwanese employees have a good understanding of CSR and are aware of the importance of CSR.
To fulfill the research objectives, a quantitative approach was adopted for this study.
Data collection was carried out by using the online self-administered survey instrument. The survey was designed with items adapted from previous reliable studies and used to measure the five constructs in this study: employee CSR perception, employee OCB, employee
Statement of the
ProblemLiterature Review
Development of Questionnaire
Data Collection
Data Analysis
Result Interpretations Conclusions and
Suggestions
31
volunteering behavior, prosocial motivation, and task significance. The first page of the survey clearly stated the study's purposes and confidential guarantee. The language used for the questionnaires is Traditional Chinese which is the native language in Taiwan so that the Taiwanese participants can have better comprehension.
This study adopted the convenience and snowball sampling methods for questionnaire distribution. Regarding convenience sampling, the online survey was designed by using SurveyCake then sent to several groups of Taiwanese people. As regards the snowball sampling, the online survey receivers helped spread the questionnaires by forwarding them to other Taiwanese employees. The collected data was reviewed constantly to ensure the data quality until the expected number of participants was met. The data collection period lasted two months from March 2021 to May 2021.
Measurement
Items in the questionnaire of this study were adopted from previous reliable studies.
The questionnaire is divided into four sections. The first section is the research purpose introduction. In the second section, three screening questions were asked, “Are you Taiwanese?”, “What is your current working status?”, “Does your company have any programs and practices beneficial for the local community and environment?”. The reasons for these screening questions are threefold: First, this research only attempted to collect information from Taiwanese participants. Second, the current working status-related question was added to ensure whether participants have working experience in Taiwan. Third, by seeing the answer to the question about the company’s community and environment engagement initiatives, the author can know whether companies are practicing CSR regarding community and environment. Items for measuring the five constructs in this study are covered in section three which includes five parts. Specifically, a 26-item scale was used to measure five variables of this research: Employee CSR perception with a 8-item scale, employee OCB with a 5-item scale, employee volunteering behavior with a 5-item scale, prosocial motivation with a 4-item scale, and task significance with a 4-item scale. The fourth section is dedicated to asking for the respondent’s demographic information. The items were collected originally in English and then translated into Traditional Chinese in order for Taiwanese participants in Taiwan to have better comprehension. The translation was verified by three local experts to ensure the accuracy of the translated version of the questionnaire. The completed questionnaires in English and Traditional Chinese are presented in Appendix A and B.
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Employee CSR Perception
The items in this measure were adopted from the study of Ong et al. (2018) which focus on measuring employee perception about their firm’s CSR activities on community and environment. The respondents were asked to which extent they agree with the statements.
Participants answered on a 5-point Likert scale (1 = Strongly disagree, 5 = Strongly agree).
Table 3.1
Employee CSR Perception Measurement
No Code Question Items
1 CSR1 My company gives adequate contributions to charities.
2 CSR2 My company helps the local community.
3 CSR3 My company takes an active interest in conserving the environment.
4 CSR4
My company cares about the well-being of people in general (i.e., well-being of employees, customers, suppliers, shareholders, local community).
5 CSR5 My company is socially responsible.
6 CSR6 My company cares about issues that affect their community.
7 CSR7 My company acts in a responsible manner towards people in general.
8 CSR8 My company is active in social responsibility.
Note. Adapted from “When Corporate Social Responsibility Motivates Employee Citizenship Behavior: The Sensitizing Role of Task Significance,” by M. Ong, D. M. Mayer, L. P. Tost, and N. Wellman, 2018, Organizational Behavior and Human Decision Processes, 144, pp.
44-59. Copyright 2017 by Elsevier Inc.
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Employee OCB
Five items were adopted from the research of Podsakoff et al. (1990) which measure OCB. The respondents were asked to which extent they agree with the statements. Participants answered on a 5-point Likert scale (1 = Strongly disagree, 5 = Strongly agree).
Table 3.2
Employee OCB Measurement
No Code Question Items
1 OCB1 I help others who have been absent.
2 OCB2 I help others who have heavy workload.
3 OCB3 I help orient new people even though it is not required.
4 OCB4 I willingly help others who have work related problems.
5 OCB5 I am always ready to lend a helping hand to those around me.
Note. Adapted from “Transformational Leader Behaviors and Their Effects on Followers' Trust in Leader, Satisfaction, and Organizational Citizenship Behaviors,” by P. M.
Podsakoff, S. B. MacKenzie, R. H Moorman, and R. Fetter, 1990, The Leadership Quarterly, 1(2), pp. 107-142. Copyright 1990 by JAI Press Inc.
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Employee Volunteering
This study adopted items from the work of Rodell (2013) to assess employee participation in corporate volunteer programs. The respondents were asked to which extent they agree with the statements. Participants answered on a 5-point Likert scale (1 = Strongly disagree, 5 = Strongly agree).
Table 3.3
Employee Volunteering Behavior Measurement
No Code Question Items
1 EV1 I give my time to help corporate volunteering programs.
2 EV2 I apply my skills in ways that benefit corporate volunteering programs.
3 EV3 I devote my energy toward corporate volunteering programs.
4 EV4 I engage in activities to support corporate volunteering programs.
5 EV5 I employ my talent to aid corporate volunteering programs.
Note. Adapted from “Finding Meaning Through Volunteering: Why Do Employees Volunteer and What Does It Mean for Their Jobs?” by J. B. Rodell, 2013, Academy of Management Journal, 56(5), pp. 1274-1294. Copyright 2013 by the Academy of Management.
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Prosocial Motivation
This construct was measured by four items adopted from the study of Grant (2008). An introductory question was provided, “Why are you motivated to do your work?” and then the participants responded to four items. They were asked to which extent they agree with the statements. Participants answered on a 5-point Likert scale (1 = Strongly disagree, 5 = Strongly agree).
Table 3.4
Prosocial Motivation Measurement
No Code Question Items
1 PM1 Because I care about benefiting others through my work.
2 PM2 Because I want to help others through my work.
3 PM3 I devote my energy toward corporate volunteering programs.
4 PM4 I engage in activities to support corporate volunteering programs.
Note. Adapted from “Does Intrinsic Motivation Fuel the Prosocial Fire? Motivational Synergy in Predicting Persistence, Performance, and Productivity,” by A. M. Grant, 2008, Journal of Applied Psychology, 93(1), pp. 48-58. Copyright 2008 by the American
Psychological Association.
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Task Significance
This study used four items from the research of Morgeson and Humphrey (2006) to measure the construct of task significance. The respondents were asked to which extent they agree with the statements. Participants answered on a 5-point Likert-type scale (1 = Strongly disagree, 5 = Strongly agree).
Table 3.5
Task Significance Measurement
No Code Question Items
1 TS1 The results of my work are likely to significantly affect the lives of other people.
2 TS2 The job itself is very significant and important in the broader scheme of things.
3 TS3 The job has a large impact on people outside the organization.
4 TS4 The work performed on the job has a significant impact on people outside the organization.
Note. Adapted from “The Work Design Questionnaire (WDQ): Developing and Validating a Comprehensive Measure for Assessing Job Design and the Nature of Work,” by F. P.
Morgeson and S. E. Humphrey, 2006, Journal of Applied Psychology, 91(6), pp. 1321-1339.
Copyright 2006 by the American Psychological Association.
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Control Variable
This research attempts to control some factors which may affect individual prosociality, employee OCB, and employee volunteering behavior. Firstly, gender was chosen as one of the control variables due to the different reactions to the prosociality of different genders (Eagly
& Crowley, 1986). Regarding the relation between genders with employee volunteering behavior, females are more likely to involve in volunteering behaviors than males (Cornwell
& Warburton, 2013; DeVoe & Pfeffer, 2007; Lee & Brudney, 2012). Secondly, some researchers found that old employees tend to be more prosocially motivated, for this reason, employee age was adopted as the second control variable (Omoto et al., 2000). In addition, it was found that the older an individual is, the more likely they engage in volunteering behaviors (Cornwell & Warburton, 2013; DeVoe & Pfeffer, 2007; Peterson, 2004). Thirdly, researchers found that the longer people stay in the organization, the more prosocially they are motivated, so employee tenure was also listed as a control variable in the present research. As regards the relation between tenure with OCB, employees with longer tenure tend to exhibit more OCB (Cohen & Avrahami, 2006). Education level was also selected as one of the controlled variables of this study. Some studies found that the higher the education level is, the more people tend to be part of volunteering activities (Marshall & Taniguchi, 2012; Rotolo & Wilson, 2006;
Wilson & Musick, 1997). Marital status was brought under control due to the fact that married people who have less time devoted to extra-role activities tend to less likely involve in OCB compared with the unmarried ones (Cohen & Avrahami, 2006). In sum, five variables, including gender, age, tenure, education level, and marital status, were controlled due to their possible effects on employee OCB and volunteering behavior.
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Reliability and Validity
Pilot Study
The pilot test was carried out in order to evaluate the accuracy and consistency of research instruments (Bolarinwa, 2016), in this case, internal reliability and face validity. The designed questionnaire is divided into four sections. The introduction of the research purpose is included in the first section. The second section is dedicated to testing the participant’s eligibility via three screening questions related to their nationality, working status, and their company’s community/environment CSR-related activities. The third section includes five sub-sections including multiple items: Employee CSR perception with a 8-item scale, employee OCB with a 5-item scale, employee volunteering behavior with a 5-item scale, prosocial motivation with a 4-item scale, and task significance with a 4-item scale. In order to avoid misinterpretation, the original English items were translated into Traditional Chinese.
They were then reviewed and modified based on the suggestions of three Taiwanese experts in the Human Resources field, including one associate professor at the Graduate Institute of International Human Resource Development, National Taiwan Normal University, and two Human Resources specialists at E. SUN Commercial Bank.
The pilot test was conducted from March 10th to March 15th, 2021. The links of the online questionnaire were distributed to 41 people, 40 of them are Taiwanese employees who work in various companies in Taiwan and one respondent was excluded for not having Taiwan nationality. IBM SPSS 23.0 was used to measure the internal reliability of the questionnaire via Cronbach Alpha value. As can be seen from Table 3.6, most of the Cronbach Alpha values of the measured variables are beyond the acceptable level (.70), indicating good internal reliability of the constructs.
39 Table 3.6
Reliabilities for Each Variable of This Study
Variable Total Item Number Cronbach Alpha
Employee CSR perception 8 .85
OCB 5 .79
Employee volunteering 5 .90
Prosocial motivation 4 .93
Task significance 4 .84
Note. N = 40
Main study
Confirmatory factor analysis (CFA) is a commonly adopted method whether the measured variables fit a hypothesized measurement model. In the present study, the ratio of chi-square (χ²) to degree of freedom (df ), the comparative fit index (CFI), the Tucker Lewis Index (TLI), the root mean square error of approximation (RMSEA), and the standardized root mean square (SRMR) were considered as the model fit indicators. The CFA test was performed using Mplus Version 7.4. The model fit indices are shown in Table 3.7. According to the CFA results, most of the indices show an acceptable model fit. As for CFI and TLI, though the results for these two indices do not exceed 0.90, they are close to the threshold value.
40 Table 3.7
Summary of Model Fit Indices and Model Test Results
Index Acceptable Level Satisfactory Level CFA Test Results
χ²/df < 5 2-5 2.31
CFI ≥ 0.90 > 0.95 0.90
TLI ≥ 0.90 > 0.95 0.90
RMSEA ≤ 0.08 < 0.05 0.08
SRMR < 0.08 < 0.05 0.06
Note. Summary according to “Structural Equation Modelling: Guidelines for Determining Model Fit,” by D. Hooper, J. Coughlan, and M. R. Mullen, 2008, Electronic Journal of Business Research Methods, 6(1), pp. 53-60. Copyright 2008 by Academic Conferences Ltd.
Data Analysis
After collecting the data IBM SPSS 23.0 was used to perform the numerical data analysis. The applications of descriptive and inferential statistical techniques were adopted for hypothesis testing.
Descriptive Analysis
Descriptive analysis was adopted to generate a summary of the raw data collected from the participants. The measurements which were done by this type of analysis are the demographic data’s frequency distribution, central tendency, and variation. Furthermore, any outliers which may influence the results of this study were pointed out when performing descriptive statistics analysis (Thompson, 2009).
Pearson Correlation Analysis
The degree and direction of linear asocial among pairs of constructs were generated by Pearson’s correlation coefficient (Person’s r). The degree of the relationships ranged from -1 to 1 with the sign correlation coefficient indicating the direction of the variables’ pairs.
Specifically, the positive sign indicates the positive relationship between the two variables, and the negative relationship between the two variables is represented by the negative sign.
Regarding the degree of the relationship, the closer the value is to -1 or +1, the stronger the
41
association between the two constructs is, while the value of zero shows now the relationship between the pairs of variables (Sedgwick, 2012). In this study, the Person’s r was applied to measure the strength of the linear relationship between employee CSR perception, employee OCB, employee volunteering behavior, prosocial motivation, task significance, and control variables (i.e., age and job position).
Hierarchical Regression Analysis
In this study, the hierarchical regression analysis was performed to test whether there are significant relationships between these two pairs of variables: employee CSR perception and employee OCB and employee CSR perception and employee volunteering with the demographic variables to be controlled. In addition, the mediating effect of prosocial motivation on the relationships of the two pairs of constructs above was also tested by using the hierarchical regression analysis. Finally, the moderating effect of task significance was examined by using this kind of analysis.
43