数字化变革中的沟通措辞——机会与威胁措辞影响员工技术采纳的机制与边界条件

Communication Framing in Digital Transformation:Mechanisms and Boundary Conditions of Opportunity and Threat Framing Affecting Employees’Technology Adoption

为推动组织数字化变革,促进员工对数字化技术的采纳与使用,组织采取不同的措辞与员工就数字化转型进行沟通。为厘清员工所感知到的不同沟通措辞对其采纳数字化技术的影响,本研究从个体对变革及其意义的认知构建的理论视角出发,探讨了员工感知到的机会措辞与威胁措辞对其感知到的变革清晰度和数字化技术采纳行为的影响,同时,本研究还考察了组织外部环境动态性感知对沟通效果潜在的调节作用。为增强理论的现实性,本研究通过一项定性预研究和一项定量问卷研究来验证理论假设。研究结果表明:感知的机会措辞能显著提升个体对变革的认知清晰度,并间接增加数字化技术采纳行为;而感知的威胁措辞所带来的影响则取决于组织外部环境动态性感知。当环境动态性较高时,威胁措辞能有效提升变革清晰度、增加数字化技术采纳行为;而当环境动态性较低时,威胁措辞则会降低变革清晰度,并间接减少数字化技术采纳行为。本文为优化数字化变革中的沟通实践提供了理论指导与经验启迪。

To advance organizations’digital transformation and promote employees’digital technology adoption and use,organizations utilize differentiated communication framing to communicate with employees concerning digital transformation.To demonstrate the effectiveness of different perceived communication framing on employees’digital technology adoption,this paper explores the impact of employees’perceived opportunity framing and threat framing on their cognitive clarity of digital transformation and digital technology adoption behaviors,as well as the potential moderating role of the dynamism perception of organizations’external environment.The findings reveal that perceived opportunity framing significantly enhances individuals’cognitive clarity of digital transformation and indirectly boosts digital technology adoption behaviors;while the impact of perceived threat framing depends on the dynamism perception of organizations’external environment.When the environmental dynamism is higher,threat framing effectively increases the clarity of digital transformation and the subsequent digital technology adoption behaviors;when the environmental dynamism is lower,threat framing decreases the clarity of digital transformation and indirectly reduces digital technology adoption behaviors.This paper offers theoretical guidance and practical insights for optimizing communication practices in digital transformation.