新冠疫情环境下企业社交媒体使用--以公共社交媒体为调节变量的研究

Enterprise Social Media Utilization under the Circumstance of the COVID 19-A Study on the Moderating Effect of Public Social Media

疫情期间,以企业网络信息平台为代表的企业社交媒体在防疫安全、信息交流、组织协同、生产运营等方面显示出独特的优势,得到广泛应用并发挥重要作用。然而,在员工参与使用方面存在的问题,影响着企业网络平台发挥应有的效果。国内外有关员工的企业社交媒体使用方面的研究目前存在不足,企业社交媒体使用受何种动机影响尚不清晰,公共社交媒体使用经验对企业社交媒体使用产生调节作用的显著区间仍缺乏量化数据支撑。因此,基于使用满足理论(UGT),该研究提出并验证了企业社交媒体使用程度、使用动机以及公共社交媒体使用经验三者间作用机理的模型框架与研究假设。通过研究发现:信息共享和自我记录是员工使用企业社交媒体的动机;只有公共社交媒体使用经验达到中等偏上或更高水平,才会在信息共享与企业社交媒体使用、娱乐与企业社交媒体使用之间产生正向调节效应。此外,通过Johnson-Neyman方法分析,获得了公共社交媒体使用经验产生调节作用显著区间的量化结果。研究发现有助于企业社交媒体使用程度、使用动机以及公共社交媒体使用经验三者间作用机理的认识,为国内企业解决信息管理方面的问题提供必要的决策依据。

Encountered by the COVID-19,domestic firms have utilized enterprise information platforms as social media outlets to conduct epidemic prevention,information exchanges,organization coordination,work operations and so on.Enterprise social media(ESM)has demonstrated unique advantages and played a significant role in running organizational production and operation.However,a lower level of employee motivation and participation is a problem that has caused a reduced effect of ESM.The current studies have presented limited findings on such issues as what is the status quo of employee utilization,what motivates the utilization of ESM,and how public social media experience(PSME)exerts moderating effects on ESM,and empirical quantification analyses are expected.Based on the Utilization and Gratification Theory(UGT),the authors propose and verify a model on the relationships among the degree of ESM utilization,ESM utilization motivation and the degree of PSME through the structural equation modeling(SEM).The results demonstrate that information sharing and self-documentation are the two motives for employee ESM utilization;and positive moderating effects of the PSME on the relationships between information sharing and ESM utilization and between self-documentation and ESM utilization start to work unless the PSME is up to a middle or even a higher level.Moreover,the analysis through the Johnson-Neyman method presents quantitative outcomes,clarifying a significant range of the moderating effects of PSME on ESM utilization.The research is conducive to a better understanding of the working mechanism among ESM utilization,ESM utilization motivation and PSME,and provides domestic firms with necessary references for making decisions on information management.