A Study on Relationship between Hardness and Innovation Behavior in Marketer: Flow as Mediator

• Main Authors: LIN, TIN-YU, 林亭玗
• Other Authors: Wu, Ming
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/27001819393496849368

碩士 === 國立高雄應用科技大學 === 人力資源發展系碩士班 === 104 === Facing the knowledge economy in the 21st century, the environment is provided with information obtained through multivariate channel and internet. As the result, receiving information not only becomes more and faster, but also the deprecation rate of production is faster than before, particularly, the product lifecycle is significantly reduced. In the generations of valuing innovation, marketers must have hardness to face the enormous pressure and have to figure out more innovative and easier ways to keep potential customer in order to enhance job performance. Thus, this study was to examine demographic differences of marketers on hardness, flow and innovation behavior. It also aimed to explore the relationships and effects among hardness, flow and innovation behavior. Finally, it tested the mediator effect of flow on the hardness and innovation behavior relationship. Questionnaire survey method was used in this study and the subjects were 185 marketers. Through statistical analyses, results showed that male marketers expressed higher commitment, challenge-skill balance, autotelic experience, and innovation behavior, whereas the marketers with lower than college educational level showed higher control than those with master degree. The marketers with work experience between 6 and 10 years exhibited higher challenge-skill balance and clear goal than those with less than 5 years. Also, there were significantly positive relationships among hardness, flow, and innovation behavior. Finally, hardness and flow had positive predictors of innovation behavior, particularly, flow had a mediating effect in the relationship between hardness and innovation behavior. The implication of this study is that the company should assign the work content in accordance with female ability, provide employees education training for developing hardness, and adopt mentoring system, which lead to increase competitive advantage.