An Empirical Study On The Effect Of SNS Of University Students Organizations To Organizational Identification

It is the basic goal of all the organizations to achieve the organization commitment and to improve the organizational performance. Studies have proved that organizational performance is the consequence variable of organizational identification, which encouraged people to do further research. Organizational identification was proved to be significantly associated with perceived interorganizational competition, perceived organizational prestige, perceived organizational distinctiveness and communication climate.With the development of information technology, the public use the Internet more frequently, which offers the organization more possibilities for organization communication in internet. More and more organization have registered in social network platform, while SNS is setting up a virtual space for organization, which can achieve the function not only as a simple tool to transfer information. Researchers of organizational communication haven’t paid much attention on this area, while studies have been conducted in the education science which recognizes student organizations in colleges and universities as the object, but lack of scientific theory support.Therefore, this study selected the student organizations in colleges and universities as the research object, and conducted an empirical research in the field of the organizational identification theory, in order to discuss whether the use of organizational network platforms would affect organizational identification, and to understand how the variables worked, and thus, to understand whether the internet could influence the members of the organizations.The results showed that:(1) It applied to the student organizations in colleges that antecedents like perceived interorganizational competition, perceived organizational prestige, perceived organizational distinctiveness and communication satisfaction were significantly related to organizational identification, which had been proved in the general social organizations. (2) In the student organizations in colleges and universities, the use of common network platforms was positively associated with perceived interorganizational competition, perceived organizational prestige, perceived organizational distinctiveness and communication satisfaction (including three dimensions:information sufficiency, information usage and communication climate). (3) In the student organizations in colleges and universities, the satisfaction the use of network public platforms had significantly positive correlation with the organizational internal communication satisfaction and the use of network platform. (4) The internet platform of organizations may influence the members of the organizations in terms of organizational identification.