以知覺自我效能為調節變數探討計劃行為理論在知識分享意願上的應用

THE APPLICATION OF THEORY OF PLANNED BEHAVIOR MODEL IN KNOWLEDGE SHARING--WITH PERCEIVED SELF-EFFICACY AS A MODERATOR

黃思維(Ssu-wei Huang)

指導教授 ： 陳美芳

大同大學/經營設計學院/事業經營學系所/碩士(2011年)

摘要

基於知識本身無法替組織創造價值之概念，只有透過知識的創造以及再利用為組織內帶來更重要的資產。此外，過去的研究建議，若知識分享系統可以被設置且組織內成員願意將知識分享予他人，對於企業提升核心競爭力是具有正面效益的，因此對於組織而言，了解知識分享的機制與員工對知識分享的意願成為當前最重要之課題。
因電腦及其週邊設備製造業的外在環境與技術新知變化快速，故本研究擬以計劃行為理論架構將知識分享各變數納入探討，並檢視電腦相關產業之員工知識分享的意願。另外，知覺自我效能構念在以往文獻中有考慮到員工對知識分享的態度及他/她的行為意願間具有調節作用，因此，本研究將探討當知覺自我效能視為調節變數時，對於員工知識分享意願與先前計劃行為理論模型之間是否具有調節作用。
本研究以問卷進行調查，故本研究抽樣方式以網路發放的方式收集，有效問卷數為329份，採用結構方程模式進行統計分析員工對知識分享的意願，並且使用卡方差異檢定來衡量知覺自我效能對計劃行為理論模型中各構念之間的調節效果。
其研究成果說明如下：一、員工對知識分享的態度、主觀規範、知覺行為控制程度等皆會正向顯著影響其進行知識分享的意願；二、員工對於知識分享的主觀規範會正向顯著影響其進行知識分享的態度，當我們衡量調節作用，員工的知覺自我效能的確對於所提出來的知識分享意願模式中的幾個構念間有調節效果。
員工對知識分享的態度對進行知識分享的意願具有正向影響，故管理者應設法提昇員工對知識分享的正向態度，可以採取教育訓練或者獎勵方式來因應，藉由員工間知識分享的行為，不但可以提升其本身之自我價值與成就感，而且主動分享知識的員工也會互惠彼此，當正面的知識分享態度一旦被建立，對於知識分享的意願也會跟著提升。員工對知識分享的主觀規範與他/她的知識分享意願具有正向影響，而且知識分享的主觀規範與進行知識分享的態度也是具有正向影響，管理者可以採取群體合作的方式或者是競賽的方式來推展知識分享的益處。員工的知識分享知覺行為控制程度對他/她的知識分享的意願具有正向影響，有些員工可能不會將自己的知識充份的與他人分享，可能會對關鍵資訊有所保留，故管理者可以採取內部刊物來宣導知識分享的好處，讓員工都能敞開心胸來分享知識給其他人。研究結果發現員工的知覺自我效能會加強知識分享態度對知識分享意願之間的調節效果，且員工的知覺自我效能也會加強知識分享主觀規範與知識分享態度之間的調節效果。

關鍵字

計劃行為理論 ； 知覺自我效能 ； 知覺行為控制 ； 主觀規範

並列摘要

Based on the concept that knowledge itself cannot create value, only through creating and reusing knowledge can bring valuable assets for the organizations. Moreover, past researches suggested that the core competitiveness of the organizations can be enhanced if the knowledge sharing systems can be implemented and the members are willing to share knowledge with others. Therefore, understanding the mechanism of knowledge sharing and employees’ intention of knowledge sharing is important for an organization.
Due to the external environment and technical information change rapidly for computer and peripheral equipment manufacturing industry, this study employed the Theory of Planned Behavior model, (TPB) proposed by Ajzen (1985), to examine employees’ intentions of knowledge sharing in the computer related industry. In addition, previous studies have considered the impact of perceived self-efficacy on the relationship between employee’s attitude toward knowledge sharing and his/her behavioral intention. Thus, this study further took perceived self-efficacy into account as a moderator to examine whether or not there are moderating effects in the relationships among the antecedents of the TPB model and employees’ intentions of knowledge sharing.
This study conducted a survey by distributing questionnaire on the Internet to collect data. There were a total of 329 valid responses used for data analysis. This study used structural equation models (SEM) to examine the employees’ intention of knowledge sharing. In addition, chi-square difference test was used to investigate whether the perceived self-efficacy exerted some moderating effects on the relationship between the antecedents of the TPB model and employees’ intentions of knowledge sharing.
The results showed that all the constructs (attitude, subjective norms, and perceived behavioral control) in the TPB model have positive effects on employees’ knowledge sharing intentions. Moreover, the employees’ subjective norm of knowledge sharing would positively affect their attitudes toward knowledge sharing. When testing the moderating effects, employees’ perceived self-efficacy indeed exerted some moderating effects on the proposed model of knowledge sharing intention.
The employee’s attitude of knowledge sharing would have a positive impact on the intention of knowledge sharing, so managers should try to enhance the employee's positive attitude of knowledge sharing by educational training or reward to cope with. In addition, knowledge sharing not only can make employee enhance his/her own self-worth and sense of accomplishment but also can reciprocate each other. Once a positive attitude toward knowledge sharing is established, it will also increase the intention of knowledge sharing. Employee’s subjective norms of knowledge sharing will have a positive effect on his/her intention of knowledge sharing, and subjective norms of knowledge sharing also have a positive effect on the attitude of knowledge sharing, too. The managers can take the approach of group cooperation or contest to promote the benefits of knowledge sharing. The degrees of perceived behavioral control of employee’s knowledge sharing will have a positive impact on his/her intention of knowledge sharing. Some employees may not sufficiently share their own knowledge with others, for keeping their own key information. Therefore, managers can take newsletter to promote the benefits of knowledge sharing, and let employees open their hearts to share knowledge to others. The results showed that an employee’s perceived self-efficacy will enhance the positive relationship between knowledge sharing attitude and knowledge sharing intention. In addition, an employee’s perceived self-efficacy will enhance the positive relationship between knowledge sharing subjective norms and attitude toward knowledge sharing.

並列關鍵字

Theory of Planned Behavior ； Perceived Self-Efficacy ； Perceived Behavioral Control ； Subjective Norm

參考文獻

Ajzen, I., “Perceived Behavioral Control, Self-efficacy, Locus of Control and The Theory of Planned Behavior”, Journal of Applied Social Psychology,32(4), (2002): 665-683.

Ajzen, I. and B. L. Driver, “Prediction of Leisure Participation from Behavioral, Normative and Control Beliefs: An Application of The Theory of Planned Behavior”, Leisure Sciences, 13(3), (1991):185-204.

Alavi, M. and D. E. Leidner, “Review: Knowledge Management and Knowledge Management Systems: Conceptual Foundations and Research Issues”, MIS Quarterly, 25(1), (2001):107-136.

Anderson, M. H., “Sources of Managers’ Knowledge of Organizational Capabilities”, Organizational Behavior and Human Decision Processes, 82(1), (2000):134-149.

Armitage, C. J. and J. Christian, “From Attitudes to Behaviour: Basic and applied Research on the Theory of Planned Behaviour”, Current Psychology: Developmental, Learning, Personality, Social, 22(3), (2003):187-195.