earticle

영어

In Public Relations, employees are considered as one of the most important strategic constituencies because they interact with external publics. However, employees’ communication behavior(ECB) has seldom been researched in Public Relations. In recent years, Kim & Rhee identified two unique aspects of ECB. The purpose of this study is to reconfirm ECB and to find antecedents of ECB in the context of Public Relations. Therefore, this study examines direct and indirect influence of organizational culture and trust on ECB - megaphoning and scouting. On the basis of primary survey, the survey is implemented by using Likert-style items. Data are collected by conducting a survey of 322 employees in 17 organizations in South Korea from April 22 to May 15, 2010. Reliability analysis and exploratory factor analysis are conducted in advance to analyze reliability and validity of organizational culture, trust and ECB. Research Questions for this study are tested by using multiple regression analysis. Findings of this study show that organizational culture, trust are critical antecedents of employee communication behavior. More specifically, clan culture and hierarchy culture are more positively related to the megaphoning. Developmental culture and clan culture are more positively related to scouting. Trust is positively related to the megaphoning and Scouting. Clan culture, developmental culture and rational cuture are more positively related to trust. The suggestions of this study give guidelines as to how ECB can be enhanced and which organizational culture types and trust can lead to ECB - megaphoning and scouting.

한국어

본 연구는 조직의 내⋅외부적인 환경에서 능동적으로 활동하는 커뮤니 케이터로서의 사원의 역할에 초점을 맞추어 조직문화, 신뢰, 사원 커뮤니 케이션 행동에 관하여 살펴보고자 하였다. 구체적으로 사원 커뮤니케이션 행동을 자발적 정보 수집(정찰, scouting)과 전달(확성, megaphoning)으로 구분하고, 이에 영향을 미치는 선행요인으로 조직문화(집단문화, 발전문 화, 위계문화, 합리문화)와 신뢰를 상정하여 영향력을 실증적으로 검증하 였다. 연구결과, 신뢰에 영향을 미치는 조직문화 유형은 집단문화, 발전문 화, 합리문화였으며, 신뢰는 확성과 정찰 모두에 유의미한 영향을 미치는 것으로 나타났다. 또한 집단문화, 위계문화는 사원 커뮤니케이션 행동 중 확성에 영향을 미쳤으며 발전문화와 집단문화는 정찰에 영향을 미치는 것 을 확인하였다. 끝으로, 이러한 결과를 토대로 사원 커뮤니케이션과 조직 문화의 전략적 관리방향에 대하여 논하였다.