The Research On Intrinsic Motivation Of Retail Enterprise’s Staff

As one of the traditional industry,the core of the retail industry is offline experience,which can not be replaced by the online economy.So,to accomplish offline experience economy for the retail industry,it requires internal staff of the enterprise to provide better service to customers.Hence,it requires enterprises to have a more deepening study of the internal staff.Now,the incentive mechanism is mainly extrinsic motivation,it is the most basic and essential appeal,but when the low-level needs are relatively satisfied,the marginal utility of extrinsic motivation becomes diminishing.Eventually,it can not motivate employees effectively.At this time,the enterprise has to meet the high-level demand of employees,inspire their intrinsic motivation,and improve their working enthusiasm and efficiency,so that it can ensure the long-term development of the enterprise.And this makes it possible to research the intrinsic motivation of retail staff.This paper mainly uses the literature review method,questionnaire survey method,index system evaluation method,statistical analysis method,etc..Based on the data obtained from the field trip to the retail enterprise and the questionnaire survey of the employees,we study the intrinsic motivation value and the correlation analysis among the retail industry staff,and use measurement model to examine the role of instrinsic motivation for the employee performance.The research contents and results are shown as follows:1.This research is based on employees’ intrinsic motivation concept and uses the questionnaire survey method and index system evaluation method to build the intrinsic motivation system for retail enterprises’ employees.By doing literature research,this paper gives the definition of employee intrinsic motivation.The employees’ work motivation and their own motivation mainly constitute the intrinsic motivation.Also,by endowing a certain meaning for the work motivation and employees’ own motivation,we can judge the intrinsic motivation based on whether the employees feel the job interesting,challenging or creative,their sense of responsibility,sense of mission and their own development.This study not only uses the traditional measurement method,but also uses the index system evaluation method to build the measurement model for employees’ intrinsic motivation.2.In this paper,we use the well-known retail enterprise’s staff in Henan province as investigation object,and measure their intrinsic motivation indicadors.By collecting the data about whether the employees feel the job interesting,challenging or creative,their sense of responsibility,sense of mission and their own development,we can measure the retail enterprise employees’ work motivation and their self-motivation,and do corresponding analysis according to the distribution of intrinsic motivation.3.Using the survey data,we do the empirical research to retail enterprise employees’ intrinsic motivation,analysis the correlation between employees’ intrinsic motivation and demographic characteristics,correlation between intrinsic motivation and employees’ job performance,as well as the regression results between intrinsic motivation of employees in various positions and the employees’ job performance.And we puts forward corresponding countermeasures based on the research.The work motivation of management staff and window staff is stronger than their own motivation,then managers should focus on strengthening their own motivation,to improve employee’s intrinsic motivation.However,logistics staff should be treated differently,managers can praise for their jobs or give their some suggestions,to let them feel happy and confident,for giving them room to grow,so that they can feel the realization of self worth,and improve their work enthusiasm and performance.