Research On The Formation Mechanism Of Employees' Online Word-of-mouth Recommendations Behavior

With the rise and use of mobile social platforms,today's mobile social networks frequently show online word-of-mouth recommendation behaviors in which employees actively disseminate positive information about their companies.It is different from the online word-of-mouth recommendation behavior of customers in the field of marketing.This behavior is an online word-of-mouth recommendation of employees in the field of human resources management.The recommended content involved in this behavior includes not only corporate information(such as: company product or service introduction,corporate news report,corporate honor recognition,corporate recruitment information,etc.),but also employee information(such as training and learning,performance awards,job promotion,Benefits,etc.).The widespread dissemination of this information can not only establish a good social image and industry reputation for the company where the employee is located,but also promote the promotion of the company's products or services and the absorption of talent by the company,so it has become a new way for today's companies to enhance business value.Compared with the previous rich research on customer online word-of-mouth recommendation behavior,the current theoretical research on this phenomenon in the field of human resource management is lacking,and the academic community has not yet given a clear answer to the “generation mechanism of employees' online word-of-mouth recommendation behavior.” In order to analyze the occurrence mechanism of employees' online word-of-mouth recommendation behavior,this article defines the concept of employees' online word-of-mouth recommendation behavior through a large number of documents,and uses mature theoretical tools to conduct empirical investigation and analysis using SPSS17.0 and AMOS24.0.It includes the following two sub-studies:Study 1 examines the mechanism of employees' online word-of-mouth recommendation behavior from the perspective of marketing.Based on expectedvalue theory and theory of reasoned action,this study systematic analyzes the influence of self-enhancement motivation,altruistic motivation,helping the company motivation and social benefits motivation on employees' online word-of-mouth recommendation behavior from the perspective of individual motivation.Through the questionnaire survey of 370 employees from the internet enterprises in JiangsuProvince,the results showed that:(1)self-enhancement motivation,altruistic motivation,helping the company motivation and social benefits motivation all have positive effects on employees' online word-of-mouth recommendation intention;(2)employees' online word-of-mouth recommendation intention positively affects employees' online word-of-mouth recommendation behavior,and plays a partial mediating role between the four motivations and employees' online word-of-mouth recommendation behavior.Study 2 examines the mechanism of employees' online word-of-mouth recommendation behavior from the perspective of human resource management.Drawing on the organizational citizenship behavior theory,starting from the two dimensions of employee perception of leadership and organizational perception,select benevolent leadership and perceived organizational support as the antecedent variables from the perspectives of employee perception and organizational perception,and introduces organizational commitment as the mediator variable to explore the mechanism of employees' online word-of-mouth recommendation behavior from the perspective of human resource management.Through a survey of 369 employees,the results show that:(1)benevolent leadership and perceived organizational support have positive effects on employees' online word-of-mouth recommendation behavior;(2)organizational commitment plays a partial mediating role between benevolent leadership and employees' online word-of-mouth recommendation behavior;(3)organizational commitment plays a partial mediating role between perceived organizational support and employees' online word-of-mouth recommendation behavior.Finally,this paper proposes management countermeasures and suggestions for enterprises based on the research conclusions drawn by the above two studies including:(1)enterprises should pay attention to the guidance and intervention of employee motivation,and take corresponding measures to strengthen the promotion of these four motivations to employees' willingness to recommend online reputation the role;(2)in addition to paying attention to employee motivation management,companies can also promote employees' online word-of-mouth recommendation intention as an important means to promote employees' online word-of-mouth recommendation behavior;(3)suggest that leaders of organizations try to be kind and show more the benevolent leadership behavior;(4)it is recommended that the organization strengthen the focus on employee happiness and sense of value;(5)it isrecommended that the organization establish a long-term positive relationship with employees as much as possible.