The Impact Of The Perception Of Social Media Interaction Among Colleagues On The Organizational Citizenship Behavior

With the explosive growth of Social Media user groups, there are more and more scholars pay close attention to the relationship between Social Media and the enterprise.At the same time, there are more and more enterprises and entrepreneurs paid attention to the application of Social Media. At present, the academic circles￠ studies of the relationship between the media and enterprises prefer to take the external stakeholders of business or entrepreneurs and consumers as the research object, and explore how to use Social Media to set up a good corporate image and brand image, cultivate customer loyalty, attract consumer groups, etc. Using Social Media like We Chat, QQ and weibo to communicate is very common among friends and relatives.At the same time, colleagues are often through the media to interact.This kind of interaction can not only exchange information about work and life, but also can reduce the distance of each other, especially the long-distance commuters.But the study about how the media interaction to affect employees in enterprise or organization has rarely been study.Based on the background above,this article through literature review method, questionnaire survey method, intends to explore the Social Media,for example WeChat, QQ and Weibo can affect interpersonal trust relationship between colleagues and this trust can stimulate organizational citizenship behavior of employees. Based on the results of previous studies, Social Media interaction awareness classified as perceived usefulness, bidirectional, and mutual responsiveness, and mutual trust will be divided into cognitive trust and affective trust two dimensions, the organizational citizenship behavior classified as beneficial and conducive to colleagues citizenship behavior organizational citizenship behavior. This study collected 270 valid questionnaires of network,and used SPSS20.0 to make data processing and statistical analysis. Finally, the main conclusions of this study are as follows:(1) Positive perception interactive media among colleagues can positively affect the trust relationship between colleagues. In the media interaction process, the perceived usefulness, bidirectional, mutual responsiveness and mutual trust are able to positively affect cognitive and affective trust among colleagues.(2) The relationship of trust between colleagues can positively affect organizational citizenship behavior of employees. Cognitive trust and affective trust are able to positively affect behavior which conducive to the organization of citizens and colleagues’ behavior.(3) Positive perception from interactive media among colleagues have a direct positive impact on organizational citizenship behavior of employees. Among them, the perceived usefulness, bidirectional and mutual responsiveness are able to have a positive affection on the organizational citizenship behaviors; perceived mutual trust have no influence on the organizational citizenship behaviors.(4) Trust relationships between colleagues from interactive media played a partial mediating role between perception and organizational citizenship behavior. Based on this, this research also proposes the corresponding management advice and put forward the future prospects of the related researchthe.