THE INFLUENCE OF TRANSFORMATIONAL AND TRANSACTIONAL LEADERSHIP STYLE ON EMPLOYEE INNOVATION BEHAVIOR: CASE OF MEDIA INDUSTRY IN CHONGQING, CHINA

At present, the media industry urgently needs innovation to promote development. The purpose of this study is to provide some empirical help and incentive for leaders to cultivate employees' creativity. This study mainly explores the mediating effect of innovative self-efficacy on the relationship between two leadership styles and employee innovative behavior. Literature research, questionnaire survey and SPSS program data analysis were used to verify the research questions and hypotheses. Finally, through the analysis of the relationship between variables and verification conclusion: transactional leadership and transformational leadership styles have positive significant impact on employee innovative behavior, and self-efficacy and innovation in the intermediary effect between leadership style and employee innovative behavior and direct samples are positive significant, and the mediation effect of partial mediation