Abstract Focusing on how the task characteristics affects individual role outside behavior, this study explorex the relationship between task uncertainty and their advice behaviors in Chinese culture situation, and the moderating effects of insider identity cognition of employees and Chinese traditionality to this relationship. Using 260 paired samples and through empirical analysis, it suggests the inverted u-shaped curve relationship between task uncertainty and advice behavior. Insider identity cognition of employees plays a negative moderation role in the relationship between task uncertainty and advice behavior，namely insider identity cognition with higher degree leads to weaker effect of the inverted u-shaped curve relationship between task uncertainty and advice behavior. And traditionality plays a positive moderating role in the relationship between task uncertainty and advice behavior，namely traditionality with higher degree leads to stronger effect of the inverted u-shaped curve relationship between task uncertainty and advice behavior.
2016, Vol. 13 
