Extrinsic Motivators and Contextual Performance of Communication and Media Teachers in Chinese Colleges and Universities

Abstract

Communication and media teachers are a special group in Chinese colleges and universities, and it is essential to stimulate their positivity toward and enthusiasm for work. In this study, a model based on the extrinsic motivators of college communication and media teachers has been built to analyze the significant effect of the extrinsic motivators of college communication and media teachers on each element of contextual performance. It was found that salary and benefits have no significant effect on surrounding contextual performance, while organizational environment and personal development are positively related to surrounding relationships, and extrinsic motivators are positively related to organizational dedication performance.