雇员何以为企业“在线发声”?--个体动机视角下雇员在线口碑推荐研究

Why Are Employees Willing to Speak for Their Enterprises Online?--Study on Employees'Online Word-of-Mouth R ecommendation from the Perspective of Individual Motivation

当今移动社交网络频现雇员主动传播自身企业积极信息的在线口碑推荐行为.相较顾客在线口碑推荐的丰硕研究,雇员在线口碑推荐却未引起学界足够重视,故其生成机理尚不明晰.立足个体动机视角,运用期望-价值动机理论和理性行为理论,剖析了自我提升动机、利他主义动机、帮助企业动机和社会交往动机对雇员在线口碑推荐行为的影响机理.对305份江苏互联网企业雇员的问卷调查和结构方程模型分析结果显示:自我提升动机、利他主义动机、帮助企业动机和社会交往动机均对雇员在线口碑推荐意愿具有正向作用;雇员在线口碑推荐意愿积极促进雇员在线口碑推荐行为,且在四种动机与雇员在线口碑推荐行为间起到部分中介作用.

Employees’ online word-of-mouth recommendation,namely, employees actively spread positive information about their enterprises,frequently appears on today’s mobile social networks.Compared with the fruitful research on customers’ online word-of-mouth recommendation,employees’ online word-of-mouth recommendation has not attracted enough attention from the academic community,so its generation mechanism is still unclear.Based on expected-value theory and theory of reasoned action,this paper analyzes the influencing mechanism of self-enhancement motivation,altruism motivation,helping company motivation and social interaction motivation on employees’ online word-of-mouth recommendation behavior from the perspective of individual motivation.Based on the questionnaire survey of 305 employees from the internet enterprises in Jiangsu Province and SEM analysis,the study shows that:self-enhancement motivation,altruism motivation,helping company motivation and social interaction motivation all positively affect employees’ online word-of-mouth recommendation intention;this intention positively affects employees’ online word-of-mouth recommendation behavior and plays a partial mediating role between the four motivations and employees’ online word-of-mouth recommendation behavior.