构建了企业社会责任、组织认同和工作投入三者之间的研究模型,并基于员工视角将企业社会责任分为员工、消费者和环境3个维度,将组织认同分为认知、评价和情感3个维度,发现企业对员工和消费者履行社会责任对工作投入均呈显著的直接正向影响；履行环境责任对工作投入的直接影响并不显著,但可通过情感性组织认同对工作投入产生显著正向影响.研究结果表明,企业履行社会责任并非负担,而是提升员工工作投入度和向心力的重要内部行销工具.企业亦有必要加强履行社会责任的内部宣传,这样既可增强员工对企业的认同,从文化情感上吸引员工,又可提升员工的工作投入程度.%This paper constructs a model to describe the relationship among corporate social responsibility, organizational identification and job involvement. The corporate social responsibility is divided into three dimensions of employees,consumers and environment from the perspective of staffs. The research found out that responsibility for employees and consumers have significant positive impacts on job involvement directly. Responsibility for environment does not have significant positive effects on job involvement. But through the emotional identification the positive effect on job engagement is significant. Therefore, corporate social responsibility is not a burden, but an important internal marketing tool to improve job involvement and staff centripetal force. It is also necessary for enterprises to strengthen the internal propaganda of corporate social responsibilities. It can not only enhance employee's sense of identity, attract employees by culture and emotion, but also promote the employee's job involvement.
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