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Mecenat Motivation and Organizational Identification with the Perspectives of Auto-Communication theory

  • Journal of Insurance and Finance
  • 2009, 20(1), pp.151-182
  • Publisher : Korea Insurance Research Institute
  • Research Area : Social Science > Business Management

고언정 1 Juhee Hahn 2

1연세대학교
2중앙대학교

Accredited

ABSTRACT

This research is aimed to reveal the relationships among mecenat motivation, identity attractiveness, and organizational identification. For this purpose, it brings the theory of auto-communication. In this research, 318 salesmen in the insurance industry completed the questionnaires and SPSS and Amos were employed. The findings are: Firstly, a measure of mecenat motivation consists of three subscales that measure value oriented motivation, stakeholder oriented motivation and profit/strategy oriented motivation. It was confirmed that the factor structure of mecenat motivation yields a satisfactory fit. Secondly, value oriented motivation of mecenat increases identity attractiveness and organizational identification. Thirdly, identity attractiveness plays a complete-mediating role between value oriented motivation and organizational identification. Discussions and implications of these results are included.

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