Research on the Influencing Mechanism of Zhong Yong (Doctrine of the Mean) Orientation on Employees’ Innovation Behavior: Based on the Mutual Inverse Mediating Effects of Intrinsic Innovation Motivation and Innovation Subjective Norms

Abstract

Based on the theories of VMB, SIT and TRA, this study analyzes the main effect of Zhong Yong orientation on employees’ innovation behavior, and explores the mediating effects of intrinsic innovation motivation and subjective norms for innovation between Zhong Yong orientation and employees’ innovation behavior. A questionnaire survey of 293 R&D employees of Hi-tech Enterprises was conducted and the results show that: Zhong Yong orientation positively affects employees’ innovation behavior, intrinsic innovation motivation negatively mediates the positive relationship between Zhong Yong orientation and employees’ innovation behavior (i.e. the mediating effect has a “suppressing effect” on the main effect of Zhong Yong orientation); innovation subjective norms positively mediate the positive relationship between Zhong Yong orientation and employees’ innovation behavior (namely the mediating effects have “manifesting effects” on the main effect of Zhong Yong orientation). The results reveal that intrinsic innovation motivation and subjective norms for innovation play mutual inverse mediating roles between Zhong Yong orientation and employees' innovation behavior.