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系統識別號 U0026-1707201212534300
論文名稱(中文) 以信任-關係承諾理論探討華人關係對知識分享意圖之影響
論文名稱(英文) An Empirical Study of Chinese Guanxi to Intention of Knowledge Sharing- A Perspective of Trust Commitment Theory
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 100
學期 2
出版年 101
研究生(中文) 潘月英
研究生(英文) Yueh-Ying Pan
學號 R07994140
學位類別 碩士
語文別 中文
論文頁數 82頁
口試委員 指導教授-蔡明田
共同指導教授-蔡惠婷
口試委員-李國瑋
口試委員-莊立民
中文關鍵字 華人關係  信任  關係承諾  知識分享意圖 
英文關鍵字 Chinese Guanxi  Trust  Relationship Commitment  Intention of knowledge sharing 
學科別分類
中文摘要 經過數十年的改革開放,中國大陸已然是全球經濟成長的動力引擎;也是華人市場近年來高度經濟成長最快速的地區. 大陸是全世界的加工廠也被視為一個新興市場. 因此要在有中國人之華人市場進行商業往來, 西方關係行銷的概念是無法直接進入華人的商業圈. 要了解華人的社會現象必須要了解「關係」對商業往來的影響及重要性. Park & Luo(2001)指出關係(Guanxi)的運用對中國而言是相當重要的文化與社會因素,且關係也會影響公司的績效。Fan(2002)提到「關係」(Guanxi)為關係(Relationship)的一種,關係受到華人儒家文化的影響,發展出一套獨特的機制。所以,要在華人世界進行商業往來時,很難以西方關係行銷的概念進入華人市場,這是為何需研究「關係」(Guanxi)的原因。
大陸快速發展的同時, 也產生經濟及社會發展的嚴重失衡。在資訊時代的經濟, 產業競爭已經漸漸由勞動生產力的競爭, 成本降低的競爭轉成知識的競爭。知識被視為一個新的全球經濟的象徵,。知識可以增加企業產品產出的價值,取得競爭優勢 (Grant, 1996); 更是企業維持競爭力的關鍵要素 (Tapscott & Williams,2006;Fathi,Eze & Gang Goh,2010)。
知識被視為一個全新的全球經濟的象徵,因為全球化及國家經濟的成長,使得知識的地位越來越重要(Lin, 2007)。 需要藉由與外界的互動關係,進行知識的分享與創造,才能夠產生更多的知識,而身處華人文化的地區,華人關係對於人與人之間的信任、承諾以及知識分享的意願為本研究探討的主題,本研究將聚焦在個體的層次,探討華人關係、信任、關係承諾與知識分享意圖之間的關係。
本研究根據華人關係的三個因素-人情、回報、面子,以及結合關係行銷中信任─關係承諾模型,作為探討知識分享意圖的架構。本研究將以大陸地區廣東省台商製造業員工作實證研究,並透過因素分析、信度分析、迴歸分析與
結構方程模式來驗證研究架構,經實證分析結果得出以下結論:
一、 華人關係之面子對信任、關係承諾皆有顯著正向影響。
二、 華人關係之人情對信任、關係承諾皆有顯著正向影響。
三、 華人關係之回報對信任、關係承諾皆有顯著正向影響。
四、 信任對關係承諾有顯著正向影響。
五、 信任對知識分享意圖之影響獲得部分支持。
六、 關係承諾對知識分享意圖有顯著正向影響。
英文摘要 It is obvious to a casual observer that Mainland China is the growth engine of the global economy. After decades of false starts, reformation and a gradual lowering of barriers, the Chinese market in recent years has become the largest and fastest growing economy in the region Western companies doing business in China have struggled to apply the Western “Concept of Relationship” with limited success. They have been slow to understand the influence and importance of “Guanxi” to Chinese business and social interaction, Park & Luo (2001) pointed out that the concept of the relation ( Guanxi) is a critically important cultural and social factor affecting every company's performance. Fan (2002) mentioned that the "relation" (the Guanxi) a part of every relationship (Relationship), was originally influenced by the Chinese Confucian culture, then developed as an unique mechanism. Thus, it is difficult to enter the Chinese market using Western marketing relationships alone. , a clear understanding of the “relation" (Guanxi) is required for success in this arena.
With mainland China’s rapid development came a serious imbalance in economic and social development. Industrial competition had gradually turned into knowlege competition. Knowledge is regarded as a symbol of the new global economy, increasing the value of the enterprise product, and creating a competitive advantage (Grant, 1996) and is a key element to maintaining enterprise competitiveness (Tapscott & Williams, 2006; Fathi, of Eze & the Gang, Goh, 2010).
Knowledge is the currency of the new global economy and is becoming increasingly important due to the globalization and the national growth economy(Lin, 2007). Interactions with the external world produce opportunities for knowledge sharing and relationship development. Within the Chinese culture areas, the concept of “Guaxi” and how it relates to interpersonal trust, commitment and intention of knowledge sharing is the theme of this research. This research will focus on the individual level to explore the relationship of the Chinese “Guanxi”, trust, relationship commitment and intention of knowledge sharing between the parties. This research is based on three factors of the Chinese “Guanxi” – “human”, “returns”, and “face”, and will be combined with the trust-relationship commitment model as the framework to explore the intention of knowledge sharing.
This research uses the real working practice of the manufacturing operators in Guangdong Province of mainland China using factor and regression analysis, as well as structural equation modeling to examine the research framework. The empirical results support the following conclusions:
1. The significant positive influence of Chinese “Guanxi” in the face on trust and to relationship commitment.
2. The significant positive influence of Chinese “Guanxi” in the favors on trust and to relationship commitment
3. The significant positive influence of Chinese “Guanxi” in the
returns on trust and to relationship commitment .
4. The significant positive influence of trust to relationship commitment
5. Portion support from the influence of trust to intention of knowledge sharing.
6. The significant positive influence on relationship commitment to intention of knowledge sharing.
論文目次 致 謝 I
摘 要 III
ABSTRACT V
目 錄 VIII
表目錄 X
圖目錄 XII
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究範圍與目的 2
第三節 研究步驟 3
第二章 文獻探討 4
第一節 信任─關係承諾模型 4
第二節 華人關係 14
第三節 知識分享 22
第四節 各構面間的關係 25
第三章 研究方法 31
第一節 研究架構 31
第二節 研究假設 32
第三節 研究變數操作型定義與衡量 32
第四節 研究對象與資料蒐集 37
第五節 資料分析方法 38

第四章 研究結果 44
第一節 樣本特性分析 44
第二節 敘述性統計分析 46
第三節 因素分析 50
第四節 迴歸分析 58
第五節 整體模式之驗證 61

第五章 結論與建議 64
第一節 研究結果 64
第二節 研究貢獻 67
第三節 研究限制及未來研究建議 69
第四節 未來研究方向 69

附錄
附錄一:參考文獻 71
附錄二:研究問卷 80
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