廣告行銷產業知覺組織支持與員工創新行為之關聯性研究—以敬業貢獻為中介變項

Abstract

本研究旨在探討廣告行銷產業中行銷企劃員工之知覺組織支持、敬業貢獻與員工創新行為三者間之關聯性，其中敬業貢獻可分為三個構面，分別為活力、奉獻與專注，員工創新行為則分為構想產生、構想推展與構想實現。且試圖理解是否員工會因知覺組織支持增加後，而產生敬業貢獻之心理動機，進而影響員工發展創新行為。本研究擬以社會交換理論、資源保護理論與創新運作行為理論視為研究理論之基礎，採問卷調查法進行研究，以廣告行銷產業員工為調查對象，透過便利抽樣選取樣本，共計回收153份有效問卷。經敘述統計、單一樣本t檢定、相關分析、迴歸分析與結構方程模式此五種統計分析後，本研究獲得結果如下：知覺組織支持將正向影響敬業貢獻，敬業貢獻將正向影響員工創新行為，知覺組織支持將正向影響員工創新行為，與敬業貢獻在知覺組織支持與員工創新行為間具有中介效果。

This study aimed to explore the relationships among the perceived organizational support, engagement (vigor, dedication, and absorption) and employee innovation behaviors (idea generation, idea promotion, and idea realization) in advertising industry. Trying to understand whether employee’s perceived organizational support helps to increase to his/her engagement and his/her employee innovation behaviors. This study intended to use social exchange theory, resource protection theory and innovative work behavior theory as the basis theories of the research structure. Research data was collected from the employees in advertising company through a questionnaire survey. Totally, 153 valid questionnaires were returned. As a result of statistical analyses, the results of this study are as follows: perceived organizational support positively affected engagement, engagement positively affected employee innovation behavior, perceived organizational support positively affected employee innovation behavior, and engagement is completed media on the perceived organizational support and employee innovation behavior.