心理契約對行銷人員組織認同之影響研究

Research on the Influence of Psychological Contract on Marketing Personnel's Organizational Identification

隨著時代的發展，行銷人員與企業之間已不僅是簡單的雇傭關係，他們之間還存在著更深層次的社會交換關係。同時，在市場競爭日益激烈的今天，企業留住行銷人員併發揮出他們的最大價值顯得尤為重要。在此基礎上，本文構建了''心理契約－－組織認同模型”，在閱讀大量國內外文獻資料後，結合相關理論知識提出本文假設。為佐證假設，本文通過問卷設計和調查，收回有效問卷304份，運用spss24.0對所收集的數據進行分析和模型驗證。最終得出結論：心理契約之關係型心理契約、發展型心理契約、交易型心理契約正向影響組織認同的三個維度：成員感、忠誠度和一致性，並在此基礎上提出相關建議。

With the development of the times, the relationship between marketers and companies is not only a simple employment relationship, there is also a deeper social exchange relationship between them. At the same time, in today's increasingly fierce market competition, it is particularly important for companies to retain marketers and maximize their value. On this basis, this article constructs a ''psychological contract-organizational identification model''. After reading a large number of domestic and foreign documents, combined with relevant theoretical knowledge, this article puts forward the hypothesis of this article. In order to support the hypothesis, this article collected 304 valid questionnaires through questionnaire design and survey, and used spss24.0 to analyze and verify the collected data. Finally came to the conclusion: the three dimensions of psychological contract: relational psychological contract, developmental psychological contract, transactional psychological contract positively affect the three dimensions of organizational identity: membership, loyalty and consistency, and on this basis Make relevant suggestions.