The Influencing Factors of Employee Job Satisfaction in Taobao Company Based on the Two-Factor Theory

Abstract

In the highly competitive e-commerce industry environment, employee job satisfaction not only concerns individual employees’ work experiences and career development but also has a profound impact on a company’s development stability, operational efficiency, and innovation capabilities. As a leading enterprise in the e-commerce field, Taobao Company has a large workforce, and the status of its employees’ job satisfaction is worthy of in-depth exploration. The Two-Factor Theory, as a classic motivation theory, provides a robust theoretical framework for analyzing the influencing factors of employee job satisfaction. Through this theory, various factors affecting job satisfaction were sorted out, offering scientific evidence for companies to formulate targeted management strategies.
This study focused on job satisfaction of employees in Taobao Company and, based on the Two-Factor Theory, aimed to comprehensively investigate the specific factors influencing job satisfaction of employees in Taobao Company. This research delved into the internal relationships and mechanisms of action among these factors, constructed a corresponding structural model, and rigorously verified the research hypotheses and the model. The specific research focus included analyzing the impact of seven factors—job recognition, growth and development, work environment, salary and benefits, interpersonal relationships, democratic management, and humanistic care—on employee job satisfaction. Among them, job recognition and growth and development were identified as motivators, while work environment, salary and benefits, interpersonal relationships, democratic management, and humanistic care were considered hygiene factors. Based on these, a questionnaire was designed, and employees of Taobao Company were selected as the research subjects for empirical research.
This study adopted a quantitative research method and collected data through questionnaires. A total of 400 questionnaires were distributed, and 325 valid questionnaires were retrieved, with an effective response rate of 81.25%. The research results indicated that job recognition, growth and development, work environment, salary and benefits, interpersonal relationships, democratic management, and humanistic care all had a significant impact on employee job satisfaction. Based on these findings, this study proposed strategic suggestions for optimizing the job satisfaction of employees in Taobao Company: (1) Enhance the recognition and sense of value of the work itself. (2) Improve the employee growth and development mechanism. (3) Create a favorable work environment. (4) Establish a reasonable salary system. (5) Improve the internal communication mechanism within the enterprise.

Keywords: Two-Factor Theory, Taobao Company, employee job satisfaction, influencing factors`

6617195017 Liu Chuntao, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Influencing Factors of Employee Job Satisfaction in Taobao Company Based on the Two-Factor Theory, นำเสนอในที่ประชุมวิชาการ (Conference): The 18th National and International Academic Conference 2025, 2568 (2025), ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย