외재적 보상과 내재적 보상이 조직유효성에 미치는 영향

유류(Liu Liu),이금희(Jinxi Michelle Li) 한국경영학회 2016 한국경영학회 통합학술발표논문집 Vol.2016 No.8

1978년 11계 3중 전회를 계기로 중국은 개혁과 개방의 정책을 펼치었다. 1992년 계획경제에서 시장경제에로의 성공적인 전환을 거쳐 현재 중국은 국유기업, 집단소유제 기업, 사유기업 및 외자기업 등 여러 가지 소유형태의 기업이 공존하는 기업체제를 확립하였다. 그 중에서 국유기업과 사유기업은 기업의 규모, 조직구조, 인적자원관리, 고용 안정성, 보상 등의 측면에서 현저한 차이가 있다. 본 연구는 중국 국유기업과 사유기업의 외재적 보상(금전, 복리후생)과 내재적 보상(직무)이 직무만족과 직무노력에 미치는 영향을 살펴보고, 이 두 가지 기업유형의 차이점을 감안하여 기업유형(국유기업, 사유기업)과 공정성 인식을 조절변수로 설정하여, 기업유형과 공정성 인식에 따라 보상이 조직유효성(직무만족, 직무노력)에 미치는 영향이 어떻게 다른지를 살펴보고자 하였다. 연구 대상 총 403 명(사유기업 종업원 215명, 국유기업 종업원188명)에 대한 설문조사를 근거로 한 다중회귀분석결과는 아래와 같다. 외재적 보상(금전)과 내재적 보상(직무)은 직무만족과 직무노력에 모두 정(+)의 영향을 미치는 것으로 나타났고, 내재적 보상이 직무만족과 직무노력에 미치는 영향은 모두 외재적 보상보다 더 컸다. 기업유형은 내재적 보상과 직무만족의 관계, 그리고 외재적 및 내재적 보상과 직무노력의 관계를 조절하는 것으로 나타났다. 구체적으로 보면, 국유기업이 사유기업보다 외재적 보상과 직무노력 간의 정적 관련성, 내재적 보상과 직무만족 간의 정적 관련성이 더 강하게 나타났고, 사유기업이 국유기업보다 내재적 보상과 직무노력 간의 정적관련성이 더 강하게 나타났다. 또한 공정성 인식은 외재적 보상과 직무만족, 직무노력 간의 관계를 조절하여 공정성 인식이 높을수록 외재적 보상이 직무만족, 직무노력에 미치는 영향이 모두 더 크고, 내재적 보상이 직무만족, 직무노력에 미치는 영향이 오히려 더 작은 것으로 나타났다. 이는 공정성 인식이 낮을수록 내재적 보상이 조직유효성에 미치는 영향이 더 큼을 의미하는 것으로서, 공정성 인식이 낮을 경우 내재적 보상을 제공함으로써 조직유효성을 크게 증대할 수 있음을 의미한다. 공정성 인식은 주로 외재적 보상에 대한 인식이므로 공정성 인식이 높은 집단은 외재적 보상에, 공정성 인식이 낮은 집단은 내재적 보상에 더 동기부여 된다. 본 연구는 전통적으로 금전보상에만 치중하던 중국기업들이 관리관행을 바꾸어서 업무의 자율성, 흥미 등을 통한 내재적 보상도 함께 제공해야 함을 시사하고 있다. 특히 국유기업은 핵심인재에 대한 금전적 보상을 늘림으로써 이들의 유출을 막아야 한다. 국유기업은 사유기업에 비해 보상, 공정성 인식, 직무노력 등에서 모두 더 열세인 것으로 나타났다. 국유기업 종업원들의 동기부여를 높이기 위한 방안으로서의 성과급제도는 공기업의 특성상 업무가 매우 다양하고 성과측정이 곤란한 업무가 많아 평가지표의 설정 및 개발이 어렵고 보수주의 · 온정주의 성향이 강한 집단주의 조직문화 등으로 인해 많은 현실적 한계가 있다. 그리고 국유기업은 합리적이고 과학적인 방법으로 경영자를 선발 및 평가해야 한다. After the implementation of reform policy in 1978 and the successful transition of planned economy to a market economy in 1992, China has established various types of enterprises including state-owned enterprises, collective ownership enterprises, private enterprises and foreign-funded enterprises. Among them, state-owned and private enterprises are significantly different in terms of size, organizational structure, human resources management, employment stability and compensation. This study aims to investigate the effects of extrinsic(money, benefits) and intrinsic(job) rewards on organizational effectiveness(job satisfaction and work effort) among the private and state-owned enterprises in China. Moderating roles of enterprise types(state-owned and private enterprises) and perception of justice between the two types of rewards and organizational effectiveness were also examined. Survey data from 403 Chinese employees(215 private firms, 188 state-owned enterprises) were tested using hierarchical regression analysis, which confirmed significant effects of extrinsic and intrinsic rewards on both job satisfaction and work effort. Intrinsic rewards had a stronger effect than extrinsic rewards on both job satisfaction and work effort. Furthermore, enterprise types were found to moderate the relationship between intrinsic rewards and job satisfaction, extrinsic rewards and work effort as well as between intrinsic rewards and work effort. Specifically, extrinsic rewards had a stronger effect on work effort in state-owned enterprises(than private firms), intrinsic rewards had a stronger effect on job satisfaction in state-owned enterprises(than private firms), and intrinsic rewards had a stronger effect on work effort in private firms(than state-owned enterprises). Moreover, perception of justice moderated the relationship between extrinsic/intrinsic rewards and organizational effectiveness. To be specific, extrinsic rewards had a stronger effect on both job satisfaction and work effort among the group with high perception of justice, while intrinsic rewards had a stronger effect on both job satisfaction and work effort among the group with low perception of justice. Perception of justice is about extrinsic rewards such as pay, thus the group with high perception of justice is more likely to be attracted by extrinsic rewards, while the group with low perception of justice tends to be motived by intrinsic rewards. Therefore, intrinsic rewards could maximize organizational effectiveness in the case of low perception of justice. This study implies that Chinese enterprises need to provide intrinsic rewards such as job autonomy, responsibility and interests as well as extrinsic rewards. State-owned enterprises should increase pay level(extrinsic rewards) for top talents to avoid their turnover. Furthermore, state-owned enterprises were inferior to private firms in rewards, perception of justice and work effort. As an intervention to increase motivation for employees in state-owned enterprises, performance-based pay systems seem to be plausible. However, the systems have a limitation because of the difficulty to measure performance for diverse tasks and of conservative organizational culture. State-owned enterprises need to use scientific indicators to evaluate the performance of CEOs and to select qualified CEOs who used to be dispatched by Chinese government.

브랜드 이미지 분석을 위한 감성이미지 도출 및 고객 감성의 차이에 관한 연구 - 중국 5대 항공사의 항공기체를 중심으로 -

유류 ( Liu Liu ),김선철 ( Sunchul Kim ) 한국디자인트렌드학회 2022 한국디자인포럼 Vol.27 No.4

Background Visualized information is one of the aspects that companies can quickly communicate the value of their brands and designs. The visualized brand image of a company has become an important decision tool for customers to choose a product or service, so companies visualize the information they want to convey and render it for marketing. This case also appears in the aircraft design of China's leading airlines. Methods Through literature research, we defined the brand and aircraft image desired by airlines, and analyzed the brand logo, color, and color characteristics of the aircraft brand image of the five major airlines as the aircraft paint design. For the customer awareness survey, it was investigated based on the emotional vocabulary of the semantic analysis method and the IRI adjective image scale. By deriving analytical terms centered on emotional vocabulary, customer perceptions of the same airline's aircraft brand image were investigated. Result Based on the analysis result of airline aircraft brand image and the survey of 104 people, a method for managing brand image was proposed by analyzing the comparison with the customer frequency analysis result. Conclusion In the results of this study, it was found that the aircraft brand image of the five major Chinese airlines was perceived differently by customers. Airlines should make efforts to positively convey their brand image to customers. To this end, we propose to prepare a brand image management system that analyzes the airline brand image in an emotional engineering method and examines and compares customers' emotions.

외재적 보상과 내재적 보상이 조직유효성에 미치는 영향: 중국 국유기업과 사유기업의 경우

유류 ( Liu Liu ),이금희 ( Jinxi Michelle Li ) 아시아.유럽미래학회 2017 유라시아연구 Vol.14 No.1

After the implementation of reform policy in 1978 and the successful transition of planned economy to a market economy in 1992, China has established various types of enterprises including state-owned enterprises, collective ownership enterprises, private enterprises and foreign-funded enterprises. Among them, state-owned and private enterprises are significantly different in terms of size, organizational structure, human resources management, employment stability and compensation. This study aims to investigate the effects of extrinsic(money, benefits) and intrinsic(job) rewards on organizational effectiveness(job satisfaction and work effort) among the private and state-owned enterprises in China. Moderating roles of enterprise types(state-owned and private enterprises) and distributive justice between the two types of rewards and organizational effectiveness were also examined. Survey data from 403 Chinese employees(215 private firms, 188 state-owned enterprises) were tested using hierarchical regression analysis, which confirmed significant effects of extrinsic and intrinsic rewards on both job satisfaction and work effort. Intrinsic rewards had a stronger effect than extrinsic rewards on both job satisfaction and work effort. Furthermore, enterprise types were found to moderate the relationship between intrinsic rewards and job satisfaction, extrinsic rewards and work effort as well as between intrinsic rewards and work effort. Specifically, extrinsic rewards had a stronger effect on work effort in state-owned enterprises(than private firms), intrinsic rewards had a stronger effect on job satisfaction in state-owned enterprises(than private firms), and intrinsic rewards had a stronger effect on work effort in private firms(than state-owned enterprises). Moreover, distributive justice moderated the relationship between extrinsic/intrinsic rewards and organizational effectiveness. To be specific, extrinsic rewards had a stronger effect on both job satisfaction and work effort among the group with high distributive justice, while intrinsic rewards had a stronger effect on work effort among the group with low distributive justice. Distributive justice is about extrinsic rewards such as pay, thus the group with high distributive justice is more likely to be attracted by extrinsic rewards, while the group with low distributive justice tends to be motived by intrinsic rewards. Therefore, intrinsic rewards could maximize work effort in the case of low distributive justice. According to cognitive evaluation theory, extrinsic rewards such as pay will reduce intrinsic motivation in a work. In other words, when people are paid for work, it feels less like something they want to do and more like something they have to do. Thus, intrinsic rewards couldn`t function well in the case of high distributive justice because of the extrinsic rewards and the effect of intrinsic rewards on work effort will decrease accordingly. This study implies that Chinese enterprises need to provide intrinsic rewards as well as extrinsic rewards. The intrinsic rewards that fit Chinese reality are the establishment of learning organization and psychological awards such as “advanced workers”, “technical expertise”, “innovation award”, and “energy-saving award”. State-owned enterprises were inferior to private firms in rewards, distributive justice and work effort. These are all due to the equal reward systems in state-owned firms, and this “average prize” refers to the Chinese Confucian ideology “Do not suffer from oligopoly and suffer from uneven, not suffering from poverty and suffering from anxiety”. State-owned enterprises should increase pay level(extrinsic rewards) for top talents to avoid their turnover. Furthermore, state-owned enterprises need to use scientific indicators to evaluate the performance of CEOs and to select qualified CEOs who used to be dispatched by Chinese government.