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The Korean Society for Journalism & Communication (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 66, No. 4, pp.107-143
ISSN: 2586-7369 (Online)
Print publication date 31 Aug 2022
Received 11 Feb 2022 Revised 01 Aug 2022 Accepted 20 Aug 2022
DOI: https://doi.org/10.20879/kjjcs.2022.66.4.004

X세대와 밀레니얼 세대 조직구성원들의 기업연상이 조직 자부심, 조직신뢰, 정서적 몰입에 미치는 영향에 대한 고찰

설진선** ; 김수연***
**서강대학교 신문방송학과 박사과정 edu-j@daum.net
***서강대학교 지식융합미디어대학 교수 sooyk@sogang.ac.kr
How do Generation X and Millennial Employees' Perceptions of Corporate Associations Affect Their Organizational Pride, Organizational Trust, and Affective Commitment in the Workplace?
Jin-Sun Sul** ; Soo-Yeon Kim***
**Ph.D. Student, Department of Mass Communications, Sogang University edu-j@daum.net
***Professor, College of Media, Arts and Science, Sogang University, corresponding author sooyk@sogang.ac.kr

초록

이 연구는 기업연상 유형인 CA연상과 CSR연상이 직장인들의 조직 자부심, 조직 신뢰, 정서적 몰입에 미치는 영향을 알아보면서 X세대와 밀레니얼 세대에 따른 차별적 영향력을 확인해 보고자 하였다. 2021년 전문 조사 회사의 패널을 통해 X세대에 해당하는 1964년생~1977년생 400명과 밀레니얼 세대에 해당하는 1982년생~1994년생 373명 총 773명 직장인이 설문에 참여하였다. 전체 응답자들의 CA연상은 CSR연상보다 조직 자부심과 정서적 몰입에 더 긍정적으로 영향을 미쳤고 CSR연상은 CA연상보다 조직 신뢰에 더 긍정적인 영향을 미쳤다. 세대별로 구분하여 기술통계 결과를 살펴보았을 때, X세대 응답자들의 CA연상, CSR연상, 조직 자부심, 조직 신뢰, 정서적 몰입은 모두 밀레니얼 세대 응답자들보다 긍정적으로 나타나 유의미한 차이가 나타났다. 세대별로 그 효과를 보았을 때, X세대 응답자들의 기업연상의 두차원은 모두 조직 자부심, 조직신뢰, 정서적 몰입에 유의미한 영향을 미쳤는데, CA연상은 CSR연상보다 조직 자부심에 더 크게 영향을 미쳤지만 조직신뢰와 정서적 몰입에는 CSR연상이 CA연상보다 상대적으로 더 크게 영향을 미쳤다. X세대 응답자들의 인구통계학적 변인들의 효과를 보았을 때, 연령이 모든 종속변인들에 유의미하게 긍정적인 영향을 미쳤고, 소득은 조직 자부심과 정서적 몰입에 유의미하게 긍정적인 영향을 미쳤다. 밀레니얼 세대 응답자들의 CA연상과 CSR연상도 모두 조직 자부심, 조직신뢰, 정서적 몰입에 유의미한 영향을 미쳤는데, 그 상대적 효과 크기를 비교해 보았을 때, CA연상이 CSR연상보다 조직 자부심, 조직신뢰, 정서적 몰입에 미치는 영향이 더 컸다. 또한, 밀레니얼 세대 응답자들의 인구통계학적 변인들 중에서는 성별의 유의미한 효과가 나타나, 남성 응답자들이 여성 응답자들보다 상대적으로 더 높은 조직 자부심, 조직신뢰, 정서적 몰입을 나타냈다. 이 연구는 기업연상의 개념을 조직의 내부 구성원인 직장인들의 세대 차에 주목하여 세대별로 중요한 기업연상을 차별적으로 밝혔다는 점에서 실무적, 이론적 의의가 있다.

Abstract

This study attempted to investigate how corporate associations including corporate ability (CA) and corporate social responsibility (CSR) affected employees' organizational pride, organizational trust, and affective commitment in the workplace. It also tried to investigate this relationship with two generations, generation X and millennials, respectively. In 2021, the survey was conducted with a total of 782 respondents including 405 respondents born between 1964 and 1977 as generation X and 377 respondents born between 1982 and 1994 as millennials using a panel data from a research firm. All respondents' CA associations affected their organizational pride and affective commitment more than CSR associations while their CSR associations impacted their organizational trust slightly more than CA associations. Descriptive statistics consistently showed that generation X respondents' CA associations, CSR associations, organizational pride, organizational trust, and affective commitment were significantly more positive than millennials' CA associations, CSR associations, organizational pride, organizational trust, and affective commitment. Of the respondents' demographic variables, age significantly affected organizational pride, organizational trust, and affective commitment positively. Male respondents' organizational trust and affective commitment were significantly higher than female respondents. The education level of respondents impacted their organizational pride and affective commitment significantly while the income affected their organizational pride significantly. Regarding respondents in generation X, CA and CSR associations affected their organizational pride, organizational trust, and affective commitment significantly. The CA associations impacted organizational pride and affective commitment more than CSR associations while CSR associations affected organizational trust more than CA associations. For respondents in generation X, age impacted all three dependent variables while income affected organizational pride and affective commitment significantly. Regarding respondents in millennials, CA and CSR associations affected their organizational pride, organizational trust, and affective commitment significantly while CA associations related to organizational pride, organizational trust, and affective commitment more than CSR associations. Of the demographic profiles, the millennial respondents' gender impacted all three dependent variables significantly. Male respondents' organizational pride, organizational trust, and affective commitment were significantly higher than female respondents. This study is meaningful in that it tried to reveal how corporate associations including CA and CSR associations affected important internal stakeholders, employees,’ organizational pride, organizational trust, and affective commitment in the workplace applying the concept of generation gaps. Theoretically, this study expanded the concept of corporate associations by revealing and emphasizing the different impact of CA and CSR assocations on employees in different generations. The findings of this study are expected to contribute to understand the characteristics of current important workforce including generation X and millennials critically in our society.

Keywords:

Corporate Associations, Generation Gaps, Organizational Pride, Organizational Trust, Affective Commitment

키워드:

기업연상, 세대차, 조직 자부심, 조직신뢰, 정서적 몰입

Acknowledgments

This study was supported by The Korean Society for Journalism & Communication Studies and KBS in the process of data collection, 본 연구에 활용된 자료는 한국언론학회-KBS 신진학자와 학문 후속세대 연구지원 사업을 통해 지원받음.

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