Relationship between Organizational Culture and Organizational Citizenship Behavior－A Case Study of Eastern Home Shopping

• Main Authors: Hui-Hsien Chiu, 邱慧仙
• Other Authors: Chih-Hung Yang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/pu9rq7

碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 95 === Organizational culture helps employees form integrity and responsibility toward their job, while organizational citizenship behavior (OCB) is the reflection of their spontaneous acts, contributing to positive results of the organization. Thus the purposes of this study are to examine the differences of OCB performance among employees, the differences of organization culture among departments, and the relationship between organizational culture and OCB. This research is conducted through questionnaire survey and adopts the method of “proportional sampling” to sample 493 employees of Eastern Home Shopping. 363 matched data is returned and analyzed. Results indicate that: 1. “ Aggressive-innovative ” and “ prudential-pressured ” cultures appear significantly different among departments. Department of “ programs production ” tends to embrace these two types of cultures. 2. Except for “educational background”, there are significant differences in the performance of OCB among employees due to their “gender”,“department”, “official rank”, “age”, and “seniority”. 3. Organizational culture has significant influence on four types of OCB, and behavior of “identification with company” is influenced most. “ Aggressive- innovative” culture has the strongest positive influence on OCB. This study extends the research field of organization culture and OCB further into the communication industry. The findings can provide reference for organization managers and other researchers.