在线社群中成员互动参与对组织忠诚的影响

Influence of Member's Interactive on Organization Loyalty in Online Community

运用实证研究的方法,通过问卷调研和数据统计分析,研究在线社群促进员工之间联系和交流的机理,探索在线社群在提高员工的忠诚度和满意度中的作用。结果表明:在线社群互动参与对组织内成员忠诚的形成有直接促进作用,社群契合在社群互动参与中对成员组织忠诚的影响有中介作用;在线社群中成员互动参与能够使成员和社群之间的联系更密切,即关系得到强化,从而使成员和组织之间在认知、情感和行为上形成契合,最终积极影响成员的组织忠诚。因此,有效管理组织内部在线社群,有助于增强组织的凝聚力,提高员工的组织黏性,增强员工的组织忠诚度并降低离职率。

This paper studied the mechanism of online community on promoting the contact and communication among employees,and explored the role of online community in improving employees loyalty and satisfaction by questionnaire survey and statistical analysis based on empirical research.The result shows that there is direct facilitation of online community participation on organization loyalty,and the community fit has intermediary role on online community participation and organization loyalty.The interaction among online community members can strengthen the relationship between members and communities.In this way,the cognitive,emotional and behavioral fit between members and organizations can be formed,and the organizational loyalty of members can be positively influenced.Thus,the effective management of organization s internal online community can help strengthen the cohesion of the organization,improve employee organizational stickiness,enhance employees organizational loyalty and reduce separation rate.