內部行銷對警察人員組織承諾影響之研究－以警政署署長室臉書粉絲專頁為例

Effects of Internal Marketing on Organizational Commitment of Police Personnel

黃瓊玉(Chiung-Yu Huang) ； 張祐豪(Chang Yo-Hao) ； 李小梅(Li Shau-Mei Wang)

《管理評論》 38卷3期 (2019/07) Pp. 41-61

https://doi.org/10.6656/MR.201907_38(3).CNI041

摘要

警察人員工時長、值勤危險、警力缺口擴大，致警員工作壓力提高與組織承諾降低。因警員廣泛使用臉書，警政署署長室建立臉書粉絲專頁，期藉此實施內部行銷以有效提升警察人員的組織承諾。本研究對臉書粉絲專頁、內部行銷與組織承諾進行探討，以內部行銷為自變項、組織承諾為應變項、臉書粉絲專頁使用情形與人口統計變項為調節變項作為研究架構，並採用紙本與線上問卷進行調查。結果顯示警察人員內部行銷知覺程度對組織承諾有正面影響，粉絲專頁使用情形對內部行銷知覺程度有正面影響，但人口統計變項，對內部行銷及組織承諾影響無顯著差異。因此，建議署長室粉絲專頁加強使用粉絲專頁的機制，如激勵、從大數據了解同仁，做好粉絲專頁內部行銷，提高警察人員之組織承諾。

關鍵字

內部行銷 ； 組織承諾 ； 臉書粉絲專頁

並列摘要

Police personnel have long working hours, dangerous duties, and widening police force gaps. These result in high police work pressure and low organizational commitment. Because police personnel use Facebook extensively, the Director-general's Office of the National Police Agency has created a Facebook fan page to implement internal marketing to increase the organizational commitment of police personnel. This study explored the relationship among the use of a Facebook fan page, internal marketing, and organizational commitment. Internal marketing was the independent variable, organizational commitment was the dependent variable, and the use of Facebook fan pages and demographic variables were moderator variables. We used both paper and online questionnaires. The results demonstrate that police officers' perceptions of internal marketing have a positive effect on organizational commitment. The use of fan pages has a positive effect on the perceptions of internal marketing, but demographic variables have no significant effect on internal marketing or organizational commitment. Therefore, the Director-general's Office should supplement its fan page with incentives, understand police big data, and focus on internal marketing on its fan pages to improve the organizational commitment of police personnel.

並列關鍵字

Iinternal Marketing ； Organizational Commitment ； Facebook fan page

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