The Influence Of Forced Compliance On The Conformity Intention—Moderating Effect Of The Task Value

Now the organization is facing more uncertainty factors with the economic globalization. The organization must respond to the environmental challenges quickly in order to survive in the completitive word. In order to achieve rapid response, organizations must change individual behavior in the limited time. In management practices, organizational managers often compel individuals to perform some of the provisions, and these bring huge executive power to the organization, but it also accompanied by the potential risks. Although individuals can change the external behavior in accordance with organizational requirements, but it weakened internal identity with the organization, and it also breed an emotional resistance. Obviously, Compliance behavior is an very important individual behavior. The organization should adopt various measures to guide this behavior in order to stimulate more voluntary, conscious motives to reduce administrative costs of the organization. Despite this behavior of forced compliance is still increasing, but many companies were found that their guiding strategy is not effective. How to inspire the compliance behavior is still a problem to be solved with the forced compliance as a starting point.In this thesis, we mainly use the social exchange theory, cognition dissonance theory to investigate the factors influencing the individual comformity intention. In the study we mainly focus on the problems which individual factors affect the individual compliance intentions, and what mechanism can promote the individual compliance.Based on the previous studies, this thesis established a new model of affecting factors of individual compliance intentions. We use the questionnaire to investigate 6 different type organizations of 226 individuals. We use the SPSS statistical analysis software to conduct the reliability and validity analysis, and the confirmatory factor analysis to take an empirical study of the process of interaction of the individual and organizational factors influence the individual’s compliance intentions.Through the study of the mechanism of forced compliance, cognitive dissonance, task value which relevant to the compliance intentions. Based on the results of the survey, the study show that: forced compliance has negative and significantly impact on comformity intentions, and with respect to the reward power, mandatory power leads to stronger negative effects to comformity intentions. Forced compliance not only have positive influence on cognitive dissonance and indirect negative influence on conformity intention by cognitive dissonance, but also cognitive dissonance have complete mediator influence between forced compliance and cognitive dissonance. The results of moderator pathway showed that task value have a positive regulation on the positive relationship between forced compliance and cognitive dissonance. Task value have negative regulates on the relationship of the negative affection between cognitive dissonance and conformity intention.