The Effect of Social Support to Conformity: The Moderate Effect of Chinese Culture Factors

• Main Authors: Wei-Ning Lo, 羅唯寧
• Other Authors: 黃敏萍
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/31808355937635674282

碩士 === 元智大學 === 企業管理學系 === 98 === Conformity usually happens in people’s daily life, especially in the Chinese culture which emphasizes the degree of guanxi between each other, prefers doing everything by a group, and is sensitive about others’ opinions etc. In this kind of culture, people think conformity behavior is a universal phenomenon. However, conformity always brings negative effects for people, such as damaging the quality of group decision etc. Thus, conformity needs to be reduced. Social support is an effective and direct method to reduce the effect of conformity（Allen & Levine, 1966, 1968）. It can provide a difference opinion or voice for group member to break the consensus pressure, fixed thinking model, and increase the decision quality of group. Furthermore, both guanxi and other-oriented will affect the relationship between social support and conformity in Chinese culture. Therefore, this research uses an experiment method to exam the effect between social support and conformity. Besides, from interpersonal interaction and personal value, this research also exams the moderate effect of guanxi and other-oriented between social support and conformity respectively. The result supports the most hypotheses of this study, that is social support can reduce conformity behavior. Moreover, guanxi has a positive effect between social support and conformity, and other-oriented decreases the effect of social support to conformity. Based on these results, we discuss the implications and suggest some future researches.