The Impact of Perception of Being Corporate Citizen and Corporate Reputation on Job Pursuit Intention of Generation Z: The Case of PTT PLC
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Abstract
The objectives of this study are to ascertain the effects of the perception of being corporate citizens on the corporate reputation and job pursuit intention of Generation Z and study the mediation role of corporate reputation in mediating the relationship between perceived corporate citizenship and job pursuit intention. Data is collected using questionnaires from a purposive sampling of 400 students who studied at Kasetsart University, Bangkhen Campus, for the final year. Statistical techniques used for data analysis include frequency, percentage, average, standard deviation, and analysis of the Structural Equation Model (SEM). The study reveals that the perception of being corporate citizens in the types of economic citizenship and philanthropic citizenship positively impacts on corporate reputation significantly. Also, the study found that corporate reputation fully mediates the relationship between perceived corporate citizenship and the job-pursuit intention of Generation Z. Additionally, the study’s model significantly fits the empirical data. These results can be used as a guideline for increasing the organization's reputation to attract more Generation Z people to work for the organization.
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