From belonging to technology diffusion: A critical role of perceived organizational support

The purpose of this research is to explore whether the individual´s positive attitude toward the organization (i.e., organizational commitment and organizational trust) mediates the relationship between organizational belonging and technology diffusion as well as whether perceived organizational support moderates the relationship between organizational belonging and the individual´s positive attitude toward the organization. Our research is based on longitudinal data collected from 107 cabbies in Taiwan´s largest taxi fleet using the GPS (Global Positioning System) dispatching technology in Taipei over two time periods. Results of a path analysis using structural equation modeling show that organizational commitment and organizational trust mediate the relationship between organizational belonging and behavior of technology diffusion. The subsequent hierarchical regression analysis confirms that perceived organizational support moderates the relationship between organizational belonging and the individual´s positive attitude toward the organization. Perceived organizational support enhances the individual´s positive attitude toward the organization, which is reflected in medium to high levels of organizational belonging. This paper concludes with theoretical and practical implications.