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系統識別號 U0026-2307201322164900
論文名稱(中文) 以信任-關係承諾理論探討補教業知識分享意圖
論文名稱(英文) An Empirical Research of the Application of Trust-Relationship Commitment Theory to Knowledge Sharing Intention in the Cram School Industry
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 101
學期 2
出版年 102
研究生(中文) 呂鴻華
研究生(英文) Hung-Hua Lu
學號 R07991223
學位類別 碩士
語文別 中文
論文頁數 135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-李國緯
口試委員-莊立民
中文關鍵字 少子化  補教業  溝通  分享價值  信任  關係承諾  知識分享意圖  KMV模型 
英文關鍵字 low birth rate  cram school industry  communication  sharing values  trust  relationship commitment  knowledge sharing intention  KMV model 
學科別分類
中文摘要 由於中國和全球經濟成長趨緩,金融海嘯後又發生歐債影響,近期美國為救市場景氣,不斷採取QE量化寬鬆印鈔救市,而歐洲也為歐債危機救市,市場上雖然有資金堆砌而成的行情上漲,使得表面上景氣復甦基本面好轉,但在各國貨幣和匯率競貶進行下,正醞釀著通貨膨脹與物價上漲的現象,可是大多數個人的薪資卻停滯、而且起薪只有22K,未能同步調漲甚或衰退,因此實際上的國內消費市場與購買力仍屬低迷,就業市場也不見起色的大幅好轉,下一個泡沫還有可能發生在新興市場,顯示各國在面對世界經貿和貨幣大戰中,若未能妥善完整考量振興策略、因應方式,不論是個人或家庭或各公司產業機構和產業鏈無法全方位的整合者,最終勢必衰退被潮流的考驗或打擊所淹沒。
面對如此景氣,加上台灣整體社會環境的改變、十二年國教的實施、扶養比例和工作壓力的上升以及對未來的不確定性…等複雜因素,造成不婚、不生、或晚婚等生育率下降之少子化現象嚴重。過去以升學或技職升學為主要目的、經營方向和策略的補教業,是否因評鑑標準和價值觀的轉變,而面臨到更大的轉型危機或轉機。以往必須投入高成本僱用大量補教員工與增加靜態廣告效益的面向,也勢必要有所改變。除了精簡員工外,就是透過各種合作、溝通、分享的方式及尋求降低成本的行銷通路和差異化經營模式。例如:透過運用各種培育訓練課程,把不同科目的老師或職位員工彼此藉由溝通合作、分享技巧經驗,掌控管理價值,強化信任關係和承諾,達成人力資源全方位、多功能、發揮價值最大化的有效運用。創新、創造出最具適應力的管理模式,若再能配合靈活運用:視訊傳輸、遠距、線上教學、教補課預複習系統與RFID、POS、NFC等的教學、教務、行政、執行的科技化,擴大突破區域性的學習限制,相信更能增加核心競爭能力,而且可以降低員工流動再訓練的各種成本風險之經營策略。
本研究是以補教業(含補教業的資方,即含負責人、班主任、資深老師)與員工(新進員工)之間為研究標的,根據Morgan & Hunt(1994)提出的KMV(key mediating variables)模型,以信任-關係承諾為主要的中介變數,並進一步探討前置變數(分享價值、溝通)、結果變數(知識分享意圖)和信任關係承諾理論之間的關係及影響,驗證在補教業的員工中,「信任關係承諾」理論模型是否適用。
本研究將以問卷調查的方式,以台灣補教業、員工為研究對象,並利用SPSS軟體進行敍述性統計分析、信度分析、單因子變異數分析與迴歸分析等研究方法,進行本研究。
經分析結果得出以下結論:
一、KMV模型前置變數(分享價值、溝通)對補教業與員工之間的關係承諾具顯著正向關係。
二、KMV模型前置變數(分享價值、溝通)對補教業與員工之間相互信任具顯著正向關係。
三、補教業與員工之間的信任對關係承諾具顯著正向關係。
四、補教業與員工之間的關係承諾對知識分享意圖具顯著正向關係。
五、補教業與員工之間的相互信任對知識分享意圖的影響具顯著正向關
係。
本研究實證分析後,發現分享價值對溝通、關係承諾、信任與知識分享意圖之結果,正向影響假設成立,證明彼此間有顯著影響;因此,亦印證了學生從事補教業這28年來,任職於管理階層之體認,完全符合。此外,發現影響補教業(負責人或班主任或資深老師)、員工(含新進人員)之間關係的重要因素,在注重員工之間的分享、溝通、信任和關係,以提昇工作夥伴間之合作意願,維持長久的關係,降低師資培訓與經營管理的成本,創造出補習班更大的獲利空間。
英文摘要 With a slowdown in Chinese and global economic growth as well as the impact of European debt occurring after financial crisis, the U.S. recently continues to take the QE loose note printing to save market economy, while Europe also saves market economy for European debt crisis. Although the stock market with piled money rises which shows fundamental improvement and economic recovery in the surface, the phenomenon of inflation and prices rises is brewed under the competitive devaluation of currency and exchange rate between countries. However, most individual salaries are stagnated with the starting salary of only 22K and fail to rise simultaneously or even in recession, so the actual domestic consumer market and purchasing power still remain in the doldrums; the employment market is also not improved substantially; the next bubble may occur in emerging markets, indicating that each country will eventually be bound to decline and be overwhelmed by the trend test or blow if not properly or completely considering revitalization strategies or coping ways faced with the world trade and currency wars, be it individual or family or various companies that cannot comprehensively integrate industrial organizations with industrial chains.

Faced with such a situation, coupled with the change of Taiwan's overall social environment, the implementation of twelve-year national education, the increased support ratios and work pressure, uncertainty about the future and other complex factors, the low birth rate caused by declined fertility rate becomes serious since people are reluctant to get married and give birth to children or get married late. The cram school industry that took studies or vocational studies as the main purpose, business direction and strategy will face larger transition crisis or a favorable turn due to the changes in accreditation standards and values. They must invest high cost before to employ a large majority of remedial education personnel and increase orientation in static advertising effectiveness, which now will be changed. In addition to reducing personnel, they seek marketing channels and differentiated business model that can reduce cost through a variety of cooperation, communication and sharing ways, achieving all-round and multi-functional effective use of human resources with maximum value by letting teachers of different subjects or office staff interact thereby communicating for cooperation, sharing skills experience, controlling management values and strengthening trust-relationship commitment through using various training courses to innovate and create the most adaptable management mode. It is believed that cram schools can increase the core competitiveness and develop the management strategies of reducing various cost risks caused by employee turnover and retraining if combining with flexible use of video transmission, distance, online teaching, preview and review system for teaching and remedial courses as well as the science and technology of the teaching, academic affairs, administration and execution of RFID, POS and NFC so as to expand and break through regional study limitation.

This study aims to study the relation between cram school industry (including the capital of cram schools, namely, person in charge, head teacher and senior teacher) and employees (new employees), to further explore the relationship and influence between antecedent variables (sharing values, communication), outcome variables (knowledge sharing intention) and trust-relationship commitment and then to verify whether the theory model of “trust-relationship commitment” is applicable for employees in cram school industry according to KMV (key mediating variables) model proposed by Morgan & Hunt (1994) with trust-relationship commitment as the main intermediary variables.

This study takes questionnaire survey way with cram schools and employees in Taiwan as subjects and conducts descriptive statistics analysis, reliability analysis, ANOVA, regression analysis and other methods using SPSS software.

The results of the analysis are as follows:
I.KMV model antecedent variables (sharing values and communication) have a significant positive relation with the relationship commitment between cram schools and employees.
II. KMV model antecedent variables (sharing values and communication) have a significant positive relation with the mutual trust between cram schools and employees.
III. The trust between cram schools and employees has a significant positive relation with the relationship commitment.
IV. The relationship commitment between cram schools and employees has a significant positive relation with knowledge sharing intention.
V. The mutual trust between cram schools and employees has a significant positive relation with the impact of knowledge sharing intention.

It’s found from the empirical analysis of the study that the hypothesis of the positive impact of sharing values on communication, relationship commitment, trust and knowledge sharing intention stands, which indicates that they have a significant impact to one another and thus confirms that the recognition of working in the management level in full conformity since students have been engaged in cram school industry for 28 years. In addition, it’s found that the important factors affecting the relationship between cram schools (person in charge, head teacher and senior teacher) and employees (including new employees) consist of the emphasis on sharing, communication, trust and relationships between employees in order to enhance work partners’ willingness to cooperate, maintain a long-term relationship, reduce costs in teacher training and management and create greater profit margins from cram class.
論文目次 目錄
論文提要.......................................................I
摘要...........................................................II
Abstract.......................................................IV
誌謝...........................................................VII
目錄...........................................................VIII
表目錄.........................................................IX
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 各構面之關係研究......................................15
 第三節 知識分享意圖研究......................................29
第三章 研究方法................................................37
 第一節 研究架構..............................................37
 第二節 操作性定義及問卷設計..................................40
 第三節 抽樣與問卷發放........................................42
 第四節 資料分析方法..........................................43
第四章 實證分析................................................47
 第一節 敘述性統計分析........................................47
 第二節 因素分析與信度檢定....................................57
 第三節 各構面因素之差異性檢定................................65
 第四節 各構面之迴歸分析......................................77
第五章 結論與建議..............................................100
 第一節 研究結論..............................................100
 第二節 理論與實務意涵........................................111
 第三節 研究限制及未來研究方向................................115
附錄一:參考文獻................................................117
附附二:名詞釋義................................................129
附錄三:問卷....................................................132
表 目 錄

表2.1-1、信任定義相關研究..................................8
表2.1-2、分享價值相關研究..................................12
表2.1-3、溝通定義的相關研究................................13
表2.2-1、分享價值與溝通實證研究結果.......................15
表2.2-2、分享價值與關係承諾及信任實證研究結果.............17
表2.2-3、溝通與關係承諾及信任實證研究結果.................19
表 2.2-4、信任與關係承諾相關研究...........................22
表2.2-5、關係承諾與知識分享意圖相關研究...................24
表2.2-6、信任與知識分享意圖相關研究.......................27
表2.3-1、知識分享定義相關研究..............................33
表3.1-1、研究假設..........................................38
表3.2-1、各層構面之變數名稱與操作性定義....................41
表3.4-1、KMO值之參考標準...................................44
表3.4-2、可信度高低之參考值................................45
表4.1-1、受訪者個人統計基本變數在各構面之資料分析表........47
表4.1-2、各個構面之之敘述性統計量..........................51
表4.1-2-1、分享價值構面之敘述性統計量......................52
表4.1-2-2、溝通構面之敘述性統計量..........................53
表4.1-2-3、關係承諾構面之敘述性統計量......................54
表4.1-2-4、信任構面之敘述性統計量..........................55
表4.1-2-5、知識分享意圖構面之敘述性統計量..................56
表4.2-1、KMO及Bartlett球形檢定............................58
表4.2-2、各研究構面之因素及信度檢定表.......................59
表4.3-1、受訪者不同性別在各構面之獨立樣本t檢定.............66
表4.3-2、不同年齡在各構面之Pillai’s Trace值與wilks’ Lambda
值.................................................67
表4.3-2-1、不同年齡在各構面之變異數分析.....................68

表4.3-2-2、對各構面具顯著性『高敏感度』特徵之年齡層顯示分
佈...............................................69
表4.3-3、不同服務年資在各構面之Pillai’s Trace值與wilks’
Lambda值........................................70
表4.3-3-1、不同服務年資在各構面之變異數分析..............71
表4.3-3-2、對各構面具顯著性『高敏感度』特徵之服務年資層顯示
分佈.............................................71
表4.3-4、不同教育程度在各構面之Pillai’s Trace值與wilks’
Lambda值.......................................72
表4.3-4-1、不同教育程度在各構面之變異數分析..............74
表4.3-4-2、對各購面具顯著性『高敏感度』特徵之教育程度層顯示
分佈............................................74
表4.3-5、不同公司年營業額在各構面之Pillai’s Trace值與wilks’
Lambda..........................................75
表4.3-6、不同知識分享意圖分群在各構面之Pillai’s Trace值與
wilks’ Lambda值................................75
表4.3-6-1、不同知識分享意圖分群在各構面之變異數分析.......76
表4.3-6-2、對各購面具顯著性『高敏感度』特徵之"知識分享意圖
分群"顯示分佈....................................77
表4.4-1、分享價值、溝通、信任、關係承諾各構面,彼此間相互影
響之迴歸分析.....................................80
表4.4-2、各構面對於知識分享意圖之迴歸分析..................90
表5.1-1、研究假設成立與否之檢定結果........................100
表5.1-2、研究假設成立與否之檢定結果........................102
表5.1-3、探討補教業、員工,對於「分享價值」、「溝通」、「信任」
、「關係承諾」及「知識分享意圖」變項看法與影響之描述性
分析結果...........................................106

表5.1-4、探討台灣補教業、員工在「知識分享意圖」構面中與「分享
價值」、「溝通」、「信任」、「關係承諾」相互之間是否有
顯著正向的影響檢定小結.............................107
表5.2-1、本研究發現與各理論文獻之異同處結果彙整............112

圖 目 錄

圖1.2-1、本研究流程 ........................................3
圖2.1-1、關係行銷之關係交換圖...............................4
圖2.1-2、關係行銷的承諾─信任理論...........................6
圖2.3-1、精簡的知識分享模型.................................35
圖3.1-1、研究架構...........................................37
圖4.1-1、受訪者不同性別,在全體樣本中之分佈情況.............49
圖4.1-2、受訪者各年齡層,在全體樣本中之分佈情況.............49
圖4.1-3、受訪者不同服務年資,在全體樣本中之分佈情況.........50
圖4.1-4、受訪者不同教育程度,在全體樣本中之分佈情況.........50
圖4.1-5、受訪者所服務的公司,不同年營業額,在全體樣本中之分佈
情況...............................................51
圖4.4-1、分享價值、溝通構面迴歸模式示意圖...................78
圖4.4-2、分享價值、溝通構面對於關係承諾構面迴歸模式示意圖...78
圖4.4-3、分享價值、溝通、關係承諾構面對於信任構面迴歸模式示
意圖...............................................79
圖4.4-4、分享價值、溝通、信任、關係承諾各構面,對於知識分享意
圖之迴歸模式示意圖.................................89
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