| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === In a rapidly changing marketing environment, innovation has always been an important issue for businesses. Aside from high product and service quality, innovating in response to market demand is a matter of survival. In recent years, the innovative behaviors of individual employees have become the focus of attention. Previously, only a limited range of innovation was identified, mostly in manufacturing technology and products. However, gradually more attention has been paid to the knowledge economy. The innovation and development of service industry employees has become an important source of competitive advantage. Therefore, this study of organizational behavior uses the perspective of individual employee innovation as a base to conduct staff reviews of employee service innovation and intermediary psychological variables. This study used surveys to investigate 181 designers’ innovative behaviors in 56 Taiwanese beauty salons. The proposed research uses the PLS model to analyze the antecedents of employee innovative behavior and innovative behavior results of beauty salon services.
The study found that perceived organization support for innovation significantly affects creative self-efficacy and expected image gains. Secondly, in terms of employee-orientation, high learning goal orientation significantly impacts creative self-efficacy and expected image enhancement. It is worth mentioning that creative self-efficacy and expected image gains play an important role on innovative behavior in the staff. The findings of this study provide management strategy reference for future managers.
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