| Because of convenient, Internet already have tremendous impact on traditional enterprises in China. More and more enterprises will turn into Internet enterprises and Internet enterprises will be major force of Chinese enterprises in the future. It has been found that the new generation employees who were born in the 80's/90's become the mainstream of the Internet corporate human resources in China. Generally, the attitudes and behaviours of new generation employees are different from the past decades employees. So the management strategies which can promote citizenship behaviors in the past decades employees is not applicable in new generation employees. In order to comply with structural changes in labour market of Internet enterprises, it is necessary to conduct a systematic research to focus on new generation employees to find out effective management strategy which can promote citizenship behaviors in new generation employees in current competitive corporate market. The aim of this research is to find out the current situation of new generation employees' identification and citizenship behaviors in Chinese Internet enterprises and to find out which factors can effectively promote citizenship behaviors in new generation employees. The literature review on recent research showed that new generation employees' work values and organizational socialization tactics have fundmental influences on employees' attitudes and behaviours. Existing research results show that identification is a key factor in the employees' positive work behaviors formation process, organizational identification and work identification are two important identifications in organization, therefore this research also want to find out the influence of organizational identification and work identification on citizenship behaviors in new generation employees.This research assumes that new generation employees have two identities in organization, one is "individual person" and the other one is "organizational person". The growing up of new generation employees always accompany with the balance and conflict of "individual person" and "organizational person". This research discusses two kinds of citizenship behaviors, that is organizational citizenship behavior in "individual person" level and group citizen behaviors in "organizational person" level. In "organizational person" level, new generation employees' organizational identification may has mediating effect on the relationship between organizational socialization tactics and new generation employees' group citizen behaviors. In "individual person" level, new generation employees' work identification may have mediating effect on the relationship between new generation employees' work values and their organizational citizenship behavior, and the effect of new generation employees' work values on work identification may be moderated by relational conflict. At last, variables in organizational level may also have effects on variables in individual level. In order to certify all the questions mentioned above, this research conducts two studies. The first study is an exploratory research, revealing the status of new generation employees' organizational identification, work identification, group citizen behaviors and organizational citizenship behavior in Internet enterprises. The second study is an empirical research, on the basis of findings from the first study, constructing individual level study, organizational level study and cross-level study to certify all the assumptions mentioned above.In the first study, data were collected by asking 293 new generation employees from Internet companies in China to provide their responses to a combined structured self-report questionnaire which from authoritative literatures of new generation employees' organizational identification, work identification, group citizen behaviors, and organizational citizenship behavior. Confirmatory factor analysis (CFA) was first conducted, the result indicated that the construct validity of all questionnaires used in this study were acceptable. Independent sample T test and one-way ANOVA analysis were conducted to analyze the survey data. The first study provides three discoveries. Firstly, there are significant differences on new generation employees' organizational identification, group citizen behaviors compared on gender. Secondly, there are significant differences on new generation employees' organizational identification, work identification, group citizen behaviors compared on age. Thirdly, there are significant differences on new generation employees'organizational identification, work identification, group citizen behaviors compared on working years.In individual level research of the second study, data were collected from Internet companies in China to provide their responses to a combined structured self-report questionnaire which from authoritative literatures of new generation employees'work values, work identification, organizational citizenship behavior, and relational conflict. Confirmatory factor analysis (CFA) was first conducted, the result indicated that the construct validity of all questionnaires used in this study were acceptable. The result also showed that the common method variance had little influence on the results of this research. Then, correlation analysis, structural equation model, and multivariable linear regression model were conducted to analyze the survey data. The results demonstrated that new generation employees'work values was positively related to their work identification and organizational citizenship behavior, new generation employees'work identification was positively related to their organizational citizenship behavior. Moreover, the results stated that new generation employees'work identification has partially mediating effect on the relationship between new generation employees'work values and their organizational citizenship behavior, and the effect of new generation employees'work values on work identification was negatively moderated by relational conflict. Hypotheses were fully supported by results.In organizational level research of the second study, data were collected from Internet companies in China to provide their responses to a combined structured self-report questionnaire which from authoritative literatures of organizational socialization tactics, new generation employees'organizational identification, and group citizen behaviors. Confirmatory factor analysis (CFA) was first conducted, the result indicated that the construct validity of all questionnaires used in this study were acceptable. The result also showed that the common method variance had little influence on the results of this research. Then, correlation analysis, structural equation model, and multivariable linear regression model were conducted to analyze the survey data. The results demonstrated that organizational socialization tactics was positively related to new generation employees'organizational identification. Organizational socialization tactics was positively related to new generation employees' group citizen behaviors. Moreover, the results stated that new generation employees' organizational identification has partially mediating effect on the relationship between organizational socialization tactics and new generation employees'group citizen behaviors. Hypotheses were fully supported by results.In cross-level research of the second study, data were collected from Internet companies in China to provide their responses to a combined structured self-report questionnaire which from authoritative literatures of organizational socialization tactics, new generation employees'organizational identification, work identification, and organizational citizenship behavior. Confirmatory factor analysis (CFA) was first conducted, the result indicated that the construct validity of all questionnaires used in this study were acceptable. The result also showed that the common method variance had little influence on the results of this research. Then, correlation analysis, structural equation model, and hierarchical linear model were conducted to analyze the survey data. Results demonstrated that new generation employees' organizational identification was a cross-level mediator between organizational socialization tactics and new generation employees'organizational citizenship behavior, new generation employees'work identification was a cross-level mediator between organizational socialization tactics and new generation employees'organizational citizenship behavior.This research provides four theoretical implications. Firstly, it reveals the status of new generation employees'organizational identification, work identification, group citizen behaviors and organizational citizenship behavior in Internet enterprises. Secondly, it reveals the mediated mechanism of work identification of new generation employees between their work values and organizational citizenship behavior and the moderator role of relational conflict within work values and work identitification in individual level, intergrating work values theory and work identitification theory, deepening the relational conflict theory. Thirdly, it reveals the mediated mechanism of organizational identitification of new generation employees between organizational socialization tactics and their group citizen behaviors in organizational level, not only intergrating organizational socialization tactics theory and organizational identitification theory but also proving that organizational socialization tactics and organizational identitification in organizational level are exist. Fourthly, it combines organizational level and individual level, revealing the cross-level impact mechanism of organizational socialization tactics and organizational identitification on new generation employees'work identitification and individual working behavior, promoting correspondence between research conclusion and actual situation of working place, which is the contribution of research method in this research.Based on findings of this research, many suggestions have been proposed, such as, promoting the understanding of new generation employees'work values, enhancing new generation employees' organizational identitification and work identitification, reducing relational conflict, setting appropriate organizational socialization tactics, which can improve group citizen behaviors and organizational citizenship behaviors of new generation employees in enterprises and personal growth of new generation employees. In the end this dissertation discussed limitations and directions for future research. |
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