臺灣博碩士論文加值系統

學者認為知識分享是一個重要的組織行為，但並非是一項理所當然的行為，因此，本研究著重在社會文化的觀點上，探討會影響知識分享的內部行銷與組織文化等組織因素。本研究主要是以重視創新與知識管理的新竹科學園區通訊產業為研究對象，探討組織內具備專業知識及經驗以及對知識具有高度需求的研發設計與銷售服務人員如何形成知識分享的意圖，以及有效促動員工知識分享意圖的組織因素。本研究透過文獻探討以及問卷調查等方式，並利用信度分析、因素分析、相關分析以及結構方程模式分析等統計技術，發展出與知識分享有關之內部行銷與組織文化量表，驗證內部行銷、組織文化、知識分享行為意圖內在變項(包括知識分享態度、主觀規範、認知行為控制)與知識分享行為意圖間的影響關係，並證實知識分享行為意圖內在變項之中介效果。

本研究的貢獻在於，提出一個創新的內部行銷觀點、發展與知識分享有關之內部行銷與組織文化之構面與量表、發展知識分享行為意圖內在變項及知識分享行為意圖的構面、確認知識分享行為意圖內在變項的中介效果，以及提供企業管理者與知識分享有關之重要的管理因素。最後，本研究並提出對後續研究的建議。

Scholars believe knowledge sharing is an important organizational behavior. However, sharing knowledge is by no means an automatic behavior. Thus, this study examines the effect of internal marketing and organizational culture on knowledge sharing from a socio-cultural viewpoint.

This study examines the telecommunications industry at Hsinchu Science Park, a field which stresses the importance of innovation and knowledge management. This study examines how R&D and sales service personnel who have both specialized knowledge and experience and a high demand for knowledge form the knowledge sharing intention. The study also addresses organizational factors which effectively inspire employees to share their knowledge. Through literature discussion and questionnaire survey, as well as reliability analysis, factor analysis, correlation analysis, and structural equation modeling techniques, this study develops scales concerning knowledge sharing for internal marketing and organizational culture. It confirms the relationships between internal marketing, organizational culture, intrinsic variables of knowledge sharing intention (including attitude, subjective norm, and perceived behavioral control) and knowledge sharing behavioral intention, and verifies the mediating effect of knowledge sharing intention intrinsic variables.

This study proposes a new viewpoint of internal marketing, develops the dimensions and scales for knowledge sharing in internal marketing and organizational culture, develops the dimensions of knowledge sharing behavioral intention along with its intrinsic variables, confirms the mediating effect of knowledge sharing intention intrinsic variables, and finally provides enterprises with important management considerations involving knowledge sharing. Finally, this study proposes suggestions for future research.

目 錄
頁次
誌謝 I
中文摘要 II
英文摘要 Ⅲ
目錄 Ⅴ
圖目錄 Ⅸ
表目錄 Ⅹ
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 3
1.3 研究步驟與章節說明 5
第二章 文獻探討 7
2.1 計畫行為理論 7
2.1.1 計畫行為理論的概念 7
2.1.2 計畫行為理論應用於知識分享的相關研究 9
2.2 分解式計畫行為理論 11
2.2.1 分解行為信念 12
2.2.2 分解規範信念 13
2.2.3 分解控制信念 13
2.3 知識分享的行為意圖 15
2.4 內部行銷與知識分享 19
2.4.1 內部行銷的概念 19
2.4.2 內部行銷的構面 20
2.5 組織文化與知識分享 26
2.5.1 組織文化的概念 26
2.5.2 組織文化的構面 27
第三章 研究方法 30
3.1 概念性架構及假設 30
3.1.1 內部行銷對知識分享行為意圖內在變項的影響 31
3.1.2 組織文化對知識分享行為意圖內在變項的影響 32
3.1.3 知識分享行為意圖內在變項的關係 33
3.2 研究變項之操作型定義及衡量工具 35
3.2.1 內部行銷 36
3.2.2 組織文化 36
3.2.3 知識分享的態度 37
3.2.4 知識分享的主觀規範 38
3.2.5 知識分享的認知行為控制 39
3.2.6 知識分享的行為意圖 39
3.2.7 預試問卷問項的形成 39
3.3 量表發展與預試 46
3.3.1 內部行銷 47
3.3.2 組織文化 51
3.3.3 知識分享的態度 55
3.3.4 主觀規範 58
3.3.5 認知行為控制 59
3.3.6 知識分享的行為意圖 61
3.3.7 預試分析後之研究架構 63
3.4 抽樣方法與分析方法 64
第四章 研究結果 66
4.1 樣本特性分析 66
4.2 問卷的信效度分析與描述性統計 68
4.2.1 內部行銷的信效度分析與描述性統計 69
4.2.1.1 內部溝通構面 69
4.2.1.2 主管領導構面 70
4.2.1.3 管理者支持構面 70
4.2.1.4 部門間互動構面 71
4.2.1.5 訓練與開放構面 71
4.2.1.6 內部行銷的二階驗證性因素分析 72
4.2.2 組織文化的信效度分析與描述性統計 76
4.2.2.1 嘗試與創新構面 77
4.2.2.2 合作與信任構面 77
4.2.2.3 公平構面 78
4.2.2.4 社交網絡構面 78
4.2.2.5 開放與參與構面 78
4.2.2.6 組織文化的二階驗證性因素分析 79
4.2.3 知識分享態度的信效度分析與描述性統計 82
4.2.3.1 自我價值構面 83
4.2.3.2 權力象徵構面 84
4.2.3.3 預期報酬構面 84
4.2.3.4 知識分享態度的二階驗證性因素分析 84
4.2.4 主觀規範的信效度分析與描述性統計 86
4.2.4.1 規範信念構面 87
4.2.4.2 順服程度構面 87
4.2.4.3 主觀規範的二階驗證性因素分析 88
4.2.5 認知行為控制的信效度分析與描述性統計 90
4.2.5.1 助益環境構面 90
4.2.5.2 自我效能構面 91
4.2.5.3 認知行為控制的二階驗證性因素分析 92
4.2.6 知識分享行為意圖的信效度分析與描述性統計 93
4.2.6.1 分享知識構面 93
4.2.6.2 取得知識構面 94
4.2.6.3 知識分享行為意圖的二階驗證性因素分析 94
4.3 相關分析 96
4.3.1 內部行銷與組織文化、知識分享態度、主觀規範、認知行為控制、知識分享行為意圖的相關分析 96
4.3.2 組織文化與知識分享態度、主觀規範、認知行為控制、知識分享行為意圖的相關分析 98
4.3.3 知識分享態度與主觀規範、認知行為控制、知識分享行為意圖的相關分析 100
4.3.4 主觀規範與認知行為控制、知識分享行為意圖的相關分析 101
4.3.5 認知行為控制與知識分享行為意圖的相關分析 102
4.3.6 知識分享行為意圖的相關分析 102
4.3.7 相關分析小結 102
4.4 結構方程模式分析 107
第五章 結論與建議 116
5.1 研究結果與討論 116
5.1.1 各研究變項的構面與量表之發展 116
5.1.1.1 內部行銷的構面與量表之發展 116
5.1.1.2 組織文化的構面與量表之發展 117
5.1.1.3 知識分享態度的構面與量表之發展 117
5.1.1.4 主觀規範的構面與量表之發展 118
5.1.1.5 認知行為控制的構面與量表之發展 119
5.1.1.6 知識分享行為意圖的構面與量表之發展 119
5.1.2 知識分享行為意圖內在變項之中介效果 120
5.1.3 研究假設之驗證 121
5.1.3.1 內部行銷會正向影響知識分享的態度、主觀規範、認知行為控制 121
5.1.3.2 當員工認知到組織文化鼓勵開放與參與、合作與信任、嘗試與創新、社交網絡以及公平的程度越高時，會正向影響知識分享的態度、認知行為控制 122
5.1.3.3 知識分享態度、主觀規範、認知行為控制會正向影響知識分享行為意圖 124
5.2 研究限制 125
5.3 研究貢獻 126
5.3.1 對學術理論的貢獻 126
5.3.2 對實務應用的貢獻 128
5.4 後續研究的建議 129
參考文獻 131
附錄一 正式問卷 144
博士候選人簡歷與研究著作 150

圖 目 錄

圖1-1 研究步驟 6
圖2-1 計畫行為理論 9
圖2-2 知識分享意圖內在變項的關係模式 14
圖2-3 知識分享的簡易模式 15
圖3-1 本研究之概念性架構 30
圖3-2 本研究之分析架構 63
圖4-1 研究架構之線性結構關係結果路徑 109
圖4-2線性結構關係結果路徑-內部行銷部分 110
圖4-3線性結構關係結果路徑-組織文化部分 111
圖4-4線性結構關係結果路徑-知識分享態度與主觀規範部分 112
圖4-5線性結構關係結果路徑-認知行為控制與知識分享意圖部分 113

表 目 錄

表2-1 知識分享的研究觀點 16
表2-2 有利知識分享的組織文化構面 28
表3-1 研究假設 35
表3-2 預試問卷之問項 41
表3-3 內部行銷的正式量表問項 49
表3-4 組織文化的正式量表問項 53
表3-5 知識分享態度的正式量表問項 57
表3-6 主觀規範的正式量表問項 59
表3-7 認知行為控制的正式量表問項 60
表3-8 知識分享行為意圖的正式量表問項 62
表3-9 預試前後各研究變項構面變動之對照表 63
表4-1 樣本的特性描述 66
表4-2 內部行銷的信效度分析與描述統計分析的結果彙整 73
表4-3 內部行銷的二階驗證性因素分析結果 75
表4-4 組織文化的信效度分析與描述統計分析的結果彙整 79
表4-5 組織文化的二階驗證性因素分析結果 81
表4-6 知識分享態度的信效度分析與描述統計分析的結果彙整 85
表4-7 知識分享態度的二階驗證性因素分析結果 86
表4-8 主觀規範的信效度分析與描述統計分析的結果彙整 89
表4-9 主觀規範的二階驗證性因素分析結果 90
表4-10認知行為控制的信效度分析與描述統計分析的結果彙整 92
表4-11認知行為控制的二階驗證性因素分析結果 93
表4-12知識分享行為意圖的信效度分析與描述統計分析的結果彙整 95
表4-13知識分享行為意圖的二階驗證性因素分析結果 96
表4-14各研究變項之相關分析 105
表4-15潛在變項之因果關係估計值 114
表4-16各潛在變項間影響效果整理表 115
表5-1 本研究假設之驗證結果 125

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二、中文部分
1.方世榮，「內部行銷機制對人力資本及關係資本之影響」，管理研究學報，第六卷第二期，民國95年7月，頁329-358。
2.王誕生、徐其力，「組織文化與知識分享動機對知識分享之影響研究」，中山管理評論，第十一卷第三期，民國92年，頁409-431。
3.吳淑玲，「企業特性、人力資源管理措施與知識導向文化關係之研究」，中山大學人力資源管理研究所碩士論文，民國90年。
4.吳盛、林東清，「以計畫行為理論探討資訊人員的知識分享行為」，資訊管理學報，第十四卷第二期，民國96年4月，頁75-110。
5.呂美芬，「政府機關內部行銷、工作滿足與顧客導向關係之研究-以財政部國產局中區處為例」，暨南國際大學公共行政與政策學系碩士論文，民國95年。
6.林怡辰，「內部行銷對知識分享動機與知識分享行為之影響-以信任為干擾因子」，中興大學企業管理學系碩士論文，民國94年。
7.林益昌、周談輝，知識管理-學習型組織建構與案例，台北：全華科技出版社，民國93年。
8.邱皓政，結構方程模式-LISREL的理論、技術與應用，初版，雙葉書廊，台北市，民國93年。
9.邱皓政，量化研究與統計分析-SPSS中文視窗版資料分析範例解析，三版，五南圖書，台北市，民國96年。
10.金承慧，「研發機構組織成員知識分享行為意圖研究-以工研院研發人員為例」，元智大學資訊傳播學系暨碩士班碩士論文，民國92年。
11.孫傳宗，「內部行銷作為、員工角色壓力、組織承諾與工作滿足間關係之研究-以銀行業為例」，南台科技大學資訊管理系碩士論文，民國94年。
12.黃營杉、洪志堅，研究方法，華泰文化，台北市，民國91年。
13.楊書成，「從社會交換理論觀點探討團隊成員內隱知識取得與分享之研究」，中央大學資訊管理學系博士論文，民國95年。
14.葉美春，「使用者採用知識管理系統之影響因素研究-理論模型的比較取向」，世新大學資訊傳播學系碩士論文，民國96年。
15.廖怡綾，「內部行銷對工作滿足及組織認同影響之研究」，大業大學事業經營研究所碩士論文，民國96年。
16.鄭伯壎，「組織文化：概念與測量」，收錄於鄭伯壎、郭建志、任金剛，民國90年，組織文化員工層次的分析，台北：遠流，民國72年。
17.盧香如，「大學行政人員內部行銷、工作滿足及工作績效之關聯性研究 ─ 以某大學為例」，高苑科技大學經營管理研究所碩士論文，民國96年。
18.蕭文龍，多變量分析最佳入門實用書-SPSS+LISREL(SEM)，諅峰資訊，台北市，民國96年。
19.謝如玉，「知識分享的前因後果-關係行銷導向與智慧資本的觀點」，中興大學企業管理學系碩士論文，民國94年。