组织文化传播方式对组织成员心理图式影响的实证研究——基于媒介丰富度视角  

An Empirical Study of Impacting on the Schemas of Organizational Members by Organizational Culture Communication Way——Based on Media Richness Perspective

作　　者：张莉莉[1] 刘延平[2] 

机构地区：[1]北京交通大学经济管理学院,北京100044 [2]西安电子科技大学经济与管理学院,陕西西安710126

出　　处：《预测》2014年第3期1-7,共7页Forecasting

基　　金：国家社会科学基金资助项目(10BGL012)

摘　　要：基于信息传播丰富程度的不同,可将组织文化传播方式分为高丰富度、线索多重性、个人化焦点和低丰富度四种不同媒介丰富度的传播方式。组织文化传播的目的是促进组织成员构建出符合组织发展需要的心理图式,本文采用结构方程方法从实证角度研究这四种传播方式对于成员心理图式的影响。研究结果表明,高丰富度传播方式的影响最大,其次为线索多重性传播方式和个人化焦点传播方式,而低丰富度传播方式不会使成员心理图式发生改变;管理者的态度对前三种传播方式有重要影响,但对于低丰富度传播方式的影响较小;文化一致性和成员个人特质对于传播过程的调节效应不显著,说明我国组织文化传播方式发挥作用相对较为容易。Based on the different dissemination of richness information, the communication ways of organizational culture can be divided into four different kinds ： the high richness, the multiplicity of cues, the personal focus and the low rich- ness. The purpose of the organization cultural communication is to reshaping the schemas of organizational members, which shall meet the need of organizational development. The influence of these four kind of communication methods on the schemas of members is studied by SEM. The conclusions show that the high richness method is the most important way, followed by the multiplicity of cues and the personal focus, while the low richness does not make the schema of members changing ; organization managers＇ attitude has significant impact on the first three methods, but smaller effects on the low richness way; cultural consistency and members personal qualities are not relevant of this communication process, indicating that organizational culture communication is relatively easy in China.

关 键 词：组织文化 传播方式 心理图式 媒介丰富度 

分 类 号：F272.05[经济管理—企业管理]