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研究生:張秀婷
研究生(外文):Hsiu-Ting Chang
論文名稱:知識管理與員工品牌知識對品牌關係與品牌承諾之影響:兼論研發程度效果之差異
論文名稱(外文):Effects of Brand Management and Brand Knowledge on Brand Relationship and Brand Commitment: The Different Effects of Research and Development Levels
指導教授:陳綉里 博士
指導教授(外文):Dr. Hsiu-Li Chen
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:90
中文關鍵詞:知識管理員工品牌知識員工品牌關係品牌承諾
外文關鍵詞:Knowledge ManagementEmployee Brand KnowledgeEmployee Brand RelationshipBrand Commitment
相關次數:
  • 被引用被引用:1
  • 點閱點閱:177
  • 評分評分:
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  • 收藏至我的研究室書目清單書目收藏:0
中文摘要
二十一世紀是知識經濟時代,企業面臨的是快速變化的環境,全球經濟發展趨勢已由過去勞力與技術密集產業轉化成以知識為基礎的經濟體系。知識儼然成為了企業生產力與核心競爭力的來源,藉此用以提升獲利與競爭優勢的主要因素。知識分享是知識創造與企業管理的成功關鍵因素之一,因此如何誘發員工自願性的知識分享將是企業相當重要的任務。企業導入知識管理後對於員工品牌關係及品牌承諾是否有所助益,乃本研究之主要探討方向。本研究主要目的為探討知識管理與員工品牌知識對員工品牌關係與品牌承諾之影響,試圖探討上述變數之關係,結果以提供企業管理階層之參考。
本研究主要經濟部公佈的九大產業之中小企業員工為對象,以便利抽樣方法,分別使用實體問卷及網路問卷發放,進行樣本收集。共計發出400份問卷,回收樣本刪除無效及遺缺值問卷後有效問卷為331份,有效問卷回收率為83%。針對此回收樣本使用SPSS進行因素分析;LISREL進行結構方程模型進行模式驗證,並以ANOVA變異數分析及次數分配來探討「研發人員」與「非研發人員」對「知識管理程度」、「員工品牌知識」、「員工品牌關係」、「知識管理程度」之差異,經實證分析結果發現:(1) 知識管理程度對員工品牌關係有正向顯著影響。(2) 員工品牌知識對員工品牌關係有正向顯著影響。(3) 員工品牌關係對於員工品牌承諾有正向顯著影響。(4) 研發與非研發人員在知識管理、品牌知識、品牌關係與品牌承諾上有顯著差異。
Abstract
The 21st century is the era of the “Knowledge Economy”. While the enterprises are facing the fast-changing environment, the trend of global economy has been shifted from the labor and skill-intensive industries into knowledge-based economy. Knowledge has now been viewed as a key factor to gain competitive advantage.
Knowledge sharing is one of the key success factors of knowledge management, so how to induce employees to share knowledge is important. The purpose of this thesis is to fine the relationship between knowledge management and employees brand knowledge and their influences on brand relationship and brand commitment.
This study collected data according to the cateorgary of nine major SMEs industries by the ministry of economic affairs. With convenience sampling method, this study uses entity questionnaires and Internet questionnaire for sample collection. A total of 400 questionnaires were distributed, 331 questionnaires is valid, resulting in vaild rate was 83%. This study uses SPSS to analyze sample frequency distribution and and one-way ANOVA; LISREL are used to analyze structural equation model. The empirical analysis found that:

1. The levels of Knowledge Management for employees have significantly positive impact on Brand Relationship.
2. Brand Knowledge for staff employees have significantly positive impact on Brand Relationship.
3. The employee Brand Relationship to employee Brand Commitment has a significantly positive effect.
4. The Reaearch and Development employees and non-Reaearch and Development employees have significant differences in the Knowledge Management, Brand Knowledge, Brand Relationship and Brand Commitment dimensions.
目 錄
致謝 V
中文摘要 VI
ABSTRACT VII
第一章 緒論 1
第一節 研究背景和動機 2
第二節 研究目的 6
第三節 研究架構 7
第四節 研究範圍 8
第五節 研究流程 9
第二章 文獻探討 10
第一節 知識管理(KNOWLEDGE MANAGEMENT) 10
一、知識的特性 10
二、知識管理之定義 12
三、知識管理的目的 14
四、知識管理之相關文獻 15
第二節 員工品牌知識(EMPLOYEE BRAND KNOWLEDGE) 20
一、員工品牌知識之定義 20
第三節 員工品牌關係(EMPLOYEE BRAND RELATIONSHIP) 22
一、員工品牌關係之定義 22
二、員工品牌關係之相關文獻 23
第四節 品牌承諾(BRAND COMMITMENT) 26
一、品牌承諾之定義 26
二、品牌承諾之相關文獻 26
第五節 研發人員(RESEARCH AND DEVELOPMENT) 29
一、研發人員之簡介 29
二、研發人員之定義 29
三、研發人員之特質 29
第三章 研究方法與假設 32
第一節 研究假設 32
一、探討企業導入「知識管理程度」對員工「品牌關係」假設推論與影響 32
二、探討企業員工「品牌知識」對員工「品牌關係」之假設推論與影響 34
三、探討企業員工「品牌關係」對企業「品牌承諾」之假設推論與影響 35
四、探討研發與非研發人員感受知識管理、品牌知識、品牌關係與品牌承諾上之差異 36
第二節 變數之定義與衡量 38
第三節 抽樣調查與問卷設計 39
一、抽樣調查 39
二、問卷設計 39
三、問卷各題項說明 39
第五節 資料分析方法 45
一、敘述性統計分析 45
二、信度分析 45
三、效度分析 45
四、LISREL 46
第四章 實證分析與假設檢定 47
第一節 敘述性統計分析 47
一、樣本結構分析 47
二、問卷調查結果之初步資料分析 51
第二節 信度與效度分析 53
一、信度分析 53
二、效度分析 54
第三節 結構模式分析 55
一、研究假設分析 55
一、 研究假設分析 58
二、 研發人員與非研發人員之差異分析 58
第五章 結論與管理意涵 62
第一節 結論與管理意涵及實務上之建議 62
一、知識管理程度對於員工品牌關係有正向顯著影響 62
二、員工品牌知識對於員工品牌關係有正向顯著影響 65
三、員工品牌關係對於品牌承諾有正向顯著影響 66
四、研發與非研發人員在知識管理、品牌知識、品牌關係與品牌承諾上有顯著差異 67
第二節 研究貢獻 69
第三節 研究限制 70
一、研究對象及範圍之限制 70
二、資料蒐集時間之限制 70
三、問卷設計之限制 70
参考文獻 71
附錄 本研究問卷 79
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