Organizational Identity And Job Performance Of The New Generation Off-farm Workers: The Mediation Effect Of Job Embeddedness

The new generation off-farm workers have become one of the major supplies of social labor today. Since they have the identity of double properties of both citizen and countryman, this group shows different psychology and behavior compared to the first-generation off-farm workers. Most of the new generation off-farm workers are born in the city. They are familiar with the work and life style of city, and have strong desire of the citizen. On the other side, as the farmer identity, many conflicts between the system of suburban and urban make them to be a member of the urban difficultly. Double properties of both citizen and countryman, low level of education and technical skills lead to a high level of turnover rate and mediocre working performance, which is a issue the researchers make a close attention on.Organizational identity is a special perspective of the social identity. With a high level of organizational identity, the new generation off-farm workers would have a higher level of self-confidence, sense of belonging and safety. What is more, it can help them to be an official member of organization and society more effectively. To develop a better career future for the off-farm workers and create a harmony circumstance among the off-farm workers, the firm and public, this article examining the correlation of organizational identity, job embeddedness, evaluation of pay and turnover rate from a organizational identity perspective. Firstly, this article introduces the concept and the correlation research of organizational identity, job embeddedness, evaluation of pay and turnover rate.Secondly, this article probed into the following questions through the existing researches and theories:(1) organizational identity and job performance is connected; job embeddednessd and job performance is connected (2) job embeddedness acts as a mediator between organizational identity and job performance.Thirdly, referring to the existing foreign questionnaires, this article investigated the new generation off-farm workers in manufacturing industries. With the statistics principle and method which are correlation analysis, structural equation, this article studies on the correlation among the organizational identity, job embeddedness, evaluation of pay and turnover rate. The results show that the new generation off-farm workers, (1) whose organizational identity has significant correlation with its evaluation of pay and turnover intention;(2) whose job embeddedness has significant correlation with its evaluation of pay and turnover intention;(3) whose job embeddedness acts as a mediator between organizational identity and evaluation of pay;(4) whose job embeddedness acts as a mediator between organizational identity and turnover intention.Finally, this article analyses the results. Enterprise should increase the investment on hiring and take more attention on human resources management...