The Influence Of Organizational Identification On Direct Sellers' Organizational Citizenship Behavior

In the end of 1980, Direct selling industry began to enter into China, now, there are 75 licensed direct selling companies in our country. With the development in the past 26 years. direct selling industry has a more and more important status in market economy.Purpose: This study aims to have a knowledge of direct sellers' organizational identity level and organizational citizenship behavior level, as well as the impact of direct sellers' organizational identity to their organizational behavior.Methods: In this research, Miller,.et.al's ? organizational identification questionnaire? and Farth's ?organizational citizenship behavior questionnaire? were used to 121 direct sellers who came form PERFECT company and 183 direct sellers who came from INFINITUS company. After the examination, the lpha coefficient of the ?organizational identification questionnaire? was 0.908, the alpha coefficient of the?organizational citizenship behavior questionnaire? was 0.949, which indicated the two questionnaires had good reliability.Results: Research indicated that, the average score of organizational identity was 4.3, and the average score of the organizational citizenship behavior was 4.5. Indicating that direct sellers' organizational identity as well as their organizational citizenship behavior was at a high level. Direct sellers' cognitive and evaluative organizational identity(except for affective organizational identity) were significant on age and tenure. Sellers with different ages had significant different individual-level organizational citizenship behaviors, Sellers of different level positions had significant different organizational level organizational citizenship behaviors.Direct sellers' organizational identity had a significant correlation with organizational citizenship behavior, and the correlation coefficient was 0.646. the three dimensions of organizational identity had significant correlation with the four dimensions of organizational citizenship behavior. Regression analysis showed that direct sellers' organizational identification can effectively predict organizational citizenship behavior, and the effective rate was 41.8%. The regression equation was Y=0.558X+2.056(X: organizational identification, Y: organizational citizenship behavior), which indicated organizational identity of direct sellers can produce positive effects on their organizational citizenship behavior.