移动社交网络员工在线口碑推荐的发生机理研究

Research on the Formation Mechanism of Employees′Online Word-of-Mouth Recommendations in Mobile Social Network

随着移动社交平台的兴起与运用,越来越多的员工在其个人移动社交网络中主动发布与企业相关的积极信息。有别于营销学领域以顾客为主体的在线口碑推荐,该行为是人力资源管理领域中一种以员工为主体的在线口碑推荐。借鉴组织公民行为理论,分别从员工对领导感知和组织感知两个维度出发,选取仁慈领导和组织支持感作为前因变量,并引入组织归属感作为中介变量,探讨移动社交网络员工在线口碑推荐的生成机理。基于对366名企业员工的问卷调查可知,仁慈领导和组织支持感均对员工在线口碑推荐有正向预测作用,组织归属感在仁慈领导与员工在线口碑推荐之间起到部分中介作用,组织归属感在组织支持感与员工在线口碑推荐之间起到部分中介作用。

With the rise and application of mobile social platforms,more and more employees actively publish positive information related to firms in their personal mobile social networks.Different from the online word-of-mouth recommendation regarding customers as the main body in marketing field,this behavior is the online word-of-mouth recommendation regarding employees as the main body in human resource management field.Drawing on the theory of organizational citizenship behavior,this research selects benevolent leadership and perceived organizational support as the antecedent variables from the perspectives of employee perception and organizational perception,and introduces organizational commitment as the mediator variable to explore the formation mechanism of employees′online word-of-mouth recommendations in mobile social network.Through a survey of 366 employees,the results show that benevolent leadership and perceived organizational support have positive effects on employees′online word-of-mouth recommendations,organizational commitment plays a partial mediating role between benevolent leadership and employees′online word-of-mouth recommendations,organizational commitment plays a partial mediating role between perceived organizational support and employees′online word-of-mouth recommendations.