內部行銷與知識分享關係之研究

本研究以計畫行爲理論爲基礎，並以重視創新與知識管理的新竹科學園區通訊產業之研發設計與銷售服務人員爲研究對象，探討內部行銷與知識分享的關係。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，驗證內部行銷、知識分享行爲意圖內在變項（包括知識分享態度、主觀規範、認知行爲控制）與知識分享行爲意圖間的影響關係。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構面與量表、發展知識分享行爲意圖內在變項的構面、確認知識分享行爲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。

關鍵字

計畫行爲理論；知識分享；內部行銷

並列摘要

This study takes R&D and sales service personnel of Telecommunications at Hsinchu Science Park which place importance on innovation and knowledge management as the research object, emphatically examines the correlation of internal marketing and knowledge sharing based on theory of planned behavior. Through literature discussion and questionnaire survey, as well as the technique of reliability analysis, factor analysis, correlation analysis, and structural equation modeling, this study confirmed the relationships between internal marketing, knowledge sharing intention intrinsic variables (including attitude, subjective norm, and perceived behavioral control) and knowledge sharing behavioral intention. This study's contribution lays in proposing a new viewpoint of internal marketing, developing the dimensions and scales of internal marketing concerning knowledge sharing, developing the dimensions of knowledge sharing intention intrinsic variables, confirming the mediating effect of knowledge sharing intention intrinsic variables, as well as providing enterprise the important management factors concerning knowledge sharing.

並列關鍵字

Theory of Planned Behavior ； Knowledge Sharing ； Internal Marketing

參考文獻

吳盛、林東清(2007)。以計畫行爲理論探討資訊人員的知識分享行爲。資訊管理學報。14(2)，75-110。

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