| After 20 years'development, China PR industry has rapid growth and begins to take shape. And in such an era that competitions are increasingly fierce, the new hot spots have continuous emergences, the news explodes and information has redundancy, the pace of development on public relations industry is unprecedented. Especially the new media and new communications rapidly spreading in the country and international multi-corporations speeding up acquisitions, public relations services will make out more products, and the upcoming 2008 Beijing Olympic Games will also bring China PR market into all-round prosperity.In order to accommodate the information requirements of the times better, many enterprises showed a flat organizational structure of the "network". The responsibilities of staffs become broader increasingly, they have greater free space, and this flat organizational structure also stressed on staffs'initiative and spontaneous. Thus, in recent years, since a growing number of academics making researches about organizations and the spontaneous cooperation behaviors of the staff, the research on organizational citizenship behavior had become one of the important forces and been paid more and more attentions.And the purpose of this paper is to verify if there is still universal significance in employees'OCB under the context of Chinese culture, and when focusing on one Chinese particular industry, such as public relations industry (PR) as this paper selected, there is some trait in their OCBs. Because Chinese PR industry have rapid development in the new economic environment, and its employees are generally younger. On the one hand, public relations work stress positive role of teamwork, on the other hand, it faces such problems as liquidity and instability. So enterprises how to find ways to attract and retain excellent public relation practitioners, and promote their OCB formation initiatively, which ultimately enhance the management level? Based on these, this paper firstly make system combing on the domestic and international literatures about OCB, then based on the study at home and abroad, making a focus on the China PR practitioners to choose a 11 dimensions mature scale by Professor Farh, J.L. developed in 2000 under the Chinese background. From November First to December 30th2007, I sent out questionnaires to the 36 PR enterprises, 22 general enterprises (including state-owned enterprises, Sino-foreign joint ventures, foreign-funded enterprises, and other types) 332 staff who working in Beijing, Shanghai where are public relations representative in the domestic PR market, removing 43 questionnaires which are failed to recover and unqualified, there are 289 valid questionnaires, and the valid questionnaires rate is 87.05 percent.Then the paper applies item analysis to amendment the initial scale, delete two items which don't meet the requirements, and on this basis, carrying out exploratory factor analysis to test the construct validity of this questionnaire, meanwhile get 11 eigenvalues in accordance with Scree Plot (Figure 3.1) from the inflection point position. After analysis, the first 11 eigenvalues amount to 72.11% in the total variance of the overall interpretation, and the every factor loads both in 0.4 above, this present the organizational citizenship behavior scale selected by this study has good construct validity, and the dimensions are the same as mature scales, which verify the dimensions analysis of the original scale. Above these, this study finally identify the organizational citizenship behavior 11 dimensions in total, 31-item, and the dimensions named the same as the dimensions of the original maturity scale (see Table 1.3). Then the analysis of the reliability of (see Table 3.3) found that the homogeneity of this questionnaire is very high, and internal consistency coefficients (Cronbach'α)is 0.8149, which show that the consistency of measurement is higher degree and the internal structure is good.This study applies the description statistical analysis of the SPSS 13.0 to the PR practitioners who are in the survey. The results show that more women engage in public relations work, and relatively young, mostly under 30 years of age。The Staff's qualifications level is not very high, PR corporations are more in medium and small scale, but the general enterprises with public relations departments are in larger scale. At the same time, the survey also finds that the PR practitioners are in a shorter period of service years, but they have higher frequency, greater mobility. Next, this study carries out independent samples T-test finding that because of personal differences in background, different staff have different behavior, the female PR employees more easily have organizational citizenship behavior than men (ie, hypothesis 1 is established), which may relationship with more women engaged in PR work and usually women full of love, emotion-oriented, and hence their feelings to enterprises may be performance more OCB. At the same time, the analysis showed that the OCB of PR employees who engaged in PR enterprises is prominent than the ones who work in general, especially the OCB of PR staffs who work in foreign enterprises performance best (ie, hypothesis 3 is established).These are linked with their corporate culture, management style, work atmosphere inextricably. In addition, the results showed that Shanghai PR staffs'OCBs are more obvious than the ones in Beijing. Shanghai PR staffs relatively more emphasis on making recommendations, and PR staffs in Beijing are outstanding in complying with social norms (ie, hypothesis 4 is established), which may be affected by the economic, cultural, political, and other environmental factors in different regions, and the development of PR industry is different in these two different areas. But analysis showed different qualifications between the staffs did not affect their performance of OCB (ie, hypothesis 2 is not established), from the questionnaire to analyze, it is possible that the PR staffs who are not with higher education join into job longer, so that they will consciously demonstrated organizational citizenship behavior when their personal interests and enterprise development tightly linked. And the young PR staffs who are in this survey of higher education show a high level of organizational citizenship behavior because they involve in the community justly and they are full of passion, strong sense of achievement.In addition, this study applies stepwise regression analysis to find that Chinese PR employees generally show notable features in the organization such as interpersonal harmony, helping colleagues, independent learning and etc.( ie, hypothesis 5 is established). Therefore, how to effectively stimulate PR staffs to perform OCB is the problem for the PR enterprises to think about in order to increase the efficiency of management, and it may be a continued competitive power for enterprises which wouldn't be copied, and it is also an innovative and challenges on human resources management for the PR staffs.Accordingly, above these analyses, the study tries to put forward the following proposals to trigger human resources management practices of OCB: to explore the work analysis to identify the different public relations practitioners'job responsibilities; to pay attention to the personality traits and values in the recruitment of candidates; to train in harmony with the needs, to establish the public relations vocational training system, to develop senior public relations professionals; to design work, to more enrich public relations work, to give timely feedback to public relations staff and to make the staff felt needed, thereby effectively stimulating the internal motivation of the public relations practitioners; to build team culture, to stress the cooperation between the staffs so that staffs form a good working attitude of demonstrating OCB then to enhance organizational effectiveness.Above all, the innovation of this paper lies in making empirical analysis and study focus on this domestic particular industry groups'OCB traits, namely, choosing public relations (PR) industry to analyze and expounded. From the combing of the literature in the foreign study on the OCB found that has been very mature, but because of different cultural background, its findings can't apply to China's environment necessarily. However, the domestic empirical study about OCB is at an early stage, and the majority of these is such a theoretical research as exploring the dimensions, factors and the role of OCB, the empirical research is less. Therefore, this paper make a detailed study on the PR practitioners'OCB under Chinese culture and background, and the result indeed demonstrated its own characteristics clearly. |
PDF Full Text Request