The Impact of Line Messenger using on Work Attitude

• Main Authors: Lee-I-Feng, 李儀鳳
• Other Authors: 洪敏莉
• Format: Others
• Language: zh-TW
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/vu8885

碩士 === 南臺科技大學 === 資訊傳播系 === 103 === 　According to a survey on CEOs from around the world conducted by Cheers Magazine in 2014, in five years, social media will completely replace traditional media to become an important medium that bridges communication between businesses and customers. Social media will also become an important tool of communication within the organization. This phenomenon, as exemplified by Taipei Mayor Wen-Je Ko’s administrative management, has been validated. The mayor’s city government employee management through the LINE social networking APP has elicited wide discussions with both positive and negative feedbacks. In the research field of organizational communication, researches on the effect of social medial work attitude remain scarce. Given the fact that social media has become an important communication tool in everyday life, it is necessary to study the impact of social media on organizational communication efficiency. 　　 In view of insurance sales representatives who spend long hours with customers but need the assistance of internal administrative personnel to complete work, insurance sales representatives are greatly dependent of organizational communication tools. This study adopted the insurance representatives as research participants in order to explore the impact of insurance sales representatives’ Line Messenger use on work attitude. 　　 The questionnaire survey method was adopted for data collection. In addition, the SPSS statistical software was used to carry out descriptive statistical analysis, factor analysis, and regression analysis for hypothesis testing. Findings show that “Line Messenger use” had a positive impact on “employee engagement”, “organizational identity” and “job satisfaction”. The model developed and the research results in this study shall serve as a reference for insurance sales representatives during organizational management; the results shall also be provided for relevant follow-up researchers engaged in social media and organizational behavior related discussions.