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系統識別號 U0026-2306201110163200
論文名稱(中文) 影響業務或行銷人員知識分享意圖之因素探討
論文名稱(英文) Exploring the Affecting Factors of Sales' Knowledge Sharing Intention
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 99
學期 2
出版年 100
研究生(中文) 王佩琪
研究生(英文) Peggy Wang
學號 R47981242
學位類別 碩士
語文別 中文
論文頁數 100頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 業務人員  知識分享  社會交換理論  理性行為理論  組織協同 
英文關鍵字 sales  knowledge sharing  SET  TRA  collaboration 
學科別分類
中文摘要 在知識經濟時代,唯有做好知識管理,企業才能不斷維持競爭力。而身為顧客與企業溝通的橋樑,業務人員的專業產品知識、行銷知識、以及與客戶溝通的手腕,不僅用於新人訓練,若應用在新品開發上,由客戶需求做切入點,更能快速提升客戶滿意度,知識管理的經濟價值不容忽視。但在實務知識管理推動上,員工反而會先擔心貢獻的知識會先降低本身在企業中的重要性,因而消極的不配合,導致知識管理系統成效不彰。爰此,本研究以社會交換理論與理性行為理論為基礎,並以業務或行銷部門人員為例,提出一整合性的研究架構,探討其知識分享態度,以及與其他成員之間的協同合作背後影響因子,並進而研究其如何影響知識分享意圖。
本研究採取結構方程模式(SEM)途徑來檢定本研究模式之假設關係與模式適配度。研究方法為問卷調查法,以雪球抽樣方式進行,研究對象為台灣地區企業內部的業務或行銷部門人員。共計發放381份問卷於台北、台南、高雄等地。扣除21份無效問卷後,總計有效問卷為360份。經統計分析軟體實證,研究結果顯示: 1. 知識分享態度對知識分享意圖有正向顯著影響,2. 組織協同對知識分享態度有正向顯著影響,3. 外在報酬對知識分享態度無正向顯著影響,4. 外在報酬對組織協同有正向顯著影響,5. 互惠關係對知識分享態度有正向顯著影響,6. 互惠關係對組織協同有正向顯著影響,7.組織信任對組織協同有正向顯著影響,8. 組織信任對互惠關係有正向顯著影響。
本研究提出的建議是企業推行知識管理工作時,可從社會互動的觀點來突破員工不願意分享的態度,例如採用任務的專案團隊,結合不同部門成員,創造彼此互惠與信任的氛圍,促使成員在與他人協同合作時,能不藏私地分享自己的知識給有需要的人,而不限於專家系統的框架。
英文摘要 For developing more innovative products or service, knowledge management is very important. Take sales as example, sales' products knowledge, marketing knowledge, and customer's interaction skills could help for more customerized service. However, in practice, KM systems efficiency is not as expected because employees are afraid of he might be replaces once he shares his knowledge out. Knowledge sharing is the critical step for successful knowledge management. Therefore, the purpose of this study is to develop the factors affecting sales' knowledge sharing intention, based on theory of reasoned action and social exchange theory. Model mainly includes attitude toward knowledge sharing, collaboration, extrinsic rewards, reciprocal relationships and trust that are believed to affect the knowledge sharing intention. And structural equitation model (SEM) is used to test the hypotheses in this study. 360 valid questionnaires collected from 381 sales or marketers in Taipei, Tainan, Kaohsiung and other places in Taiwan enterprises via snowball sampling methods. And the results of this study provide empirical supports for the overall structure theorized in the research model. Knowledge sharing intention is positively and significantly affected by sales' attitude toward knowledge sharing and organizational collaboration. Attitude toward knowledge sharing is positively and significantly affected by reciprocal relationship and negatively less affected by extrinsic rewards. Organizational collaboration is positively and significantly affected by reciprocal relationships and organizational trusts. Also, organizational trusts positively and significantly affect reciprocal relationships. Base on the findings, the study's suggestion for public managers is to reinforce strengthen sales' intrinsic motivation and creating more collaborating activities like project team, having employees willing to sharing their knowledge base on trust and reciprocal relationships, instead of limited in KM information systems.
論文目次 摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 V
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 5
第二章 文獻探討 6
第一節 業務與行銷人員 6
第二節 知識與知識分享 9
第三節 社會交換理論 19
第四節 理性行為理論 32
第三章 研究方法 34
第一節 研究架構 34
第二節 研究假設 36
第三節 變數之操作性定義與衡量 40
第四節 研究設計與研究對象 46
第五節 資料分析方法 49
第四章 研究結果分析 56
第一節 樣本結構分析 56
第二節 各構面敘述性統計分析 59
第三節 因素分析與信度檢定 63
第四節 結構方程模式分析 69
第五章 結論與建議 78
第一節 研究結果與發現 78
第二節 研究貢獻 82
第三節 研究限制與建議 84
參考文獻 86
中文部分 86
英文部分 88
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