A Study on Orange Happiness, Job Involvement, and Employee Loyalty

• Main Authors: Chen, Catherine, 陳敏慧
• Other Authors: Liu, Chung-Chu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/70348098133042451127

碩士 === 國立臺北大學 === 企業管理學系 === 102 === This is an empirical research targeting employees in international and Taiwanese companies and setting a 1:1 quota in both company type and gender. All the questionnaires are distributed and replied in hardcopy, except those who are in remote areas and reply in dedicated email version. In total, 351 valid samples are collected which strive to construct a study on Orange Happiness that is more possible to make generalization. By scoping the working environment as the context, this research manages to analyze the relationship between Orange Happiness, Employee Loyalty and Job Involvement. Furthermore, Job Involvement is considered as a moderator for this research to conduct Average Variance Extracted (AVE), Correlation, and Hierarchical Regression. The hypotheses are examined to show (A) Orange Happiness and Employee Loyalty have partially positive corelation with statistical significance, (B) Job Involvement has significant and positive corelation with Employee Loyalty, and (C) Job Involvement has partially tuned the relationship between Orange Happiness and Employee Loyalty with statistical significance. While Happiness has been studied across borders, this is the first study to market Happiness with color. Like green is often associated with eco-friendliness or energy saving, Happiness can be promoted more effectively by government and companies when brochures and activities are colored orange.