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

Abstract

在現今高度競爭的環境中，高素質的員工已成為企業成敗的關鍵因素，亦為公司競爭優勢的主要來源。在服務業中，第一線服務人員與顧客互動的服務傳遞過程對服務的成功與否具決定性影響，組織中的成員若擁有較和諧的關係，成員間願意相互幫助與分享。因此，企業必須瞭解可能影響個人分享動機與分享意圖的因素，採取管理措施，促使組織成員知識分享的行為。 本研究將探討內部行銷機制對知識分享動機與信任關係，進而探討知識分享動機與知識分享行為之影響。此外，信任亦可能為知識交換或知識分享的因素之一，因此，本研究從員工的角度切入，探討信任對於知識分享動機與知識分享行為之干擾作用。 本研究之樣本母體選自中央銀行經濟研究處，「中華民國台灣地區金融統計月報」，2005年1月所統計之國內銀行48家與外商在華分行35家。問卷發放於33家銀行之各分行進行委託施測，有效回收樣本為260份。實證結果發現：(1)當組織採行內部行銷機制，皆有助於員工產生知識分享動機；(2)內部行銷機制對於信任有部份正向影響；(3)知識分享動機愈高，愈能促進員工知識分享行為；(4)信任對知識分享行為有部份的顯著影響；(5)信任與知識分享內、外在動機之交互作用對知識分享行為的影響具有部份顯著。最後，根據實證結果，提出管理意涵與後續研究之建議。

Nowadays, in the highly competitive circumstance, the highly qualified employee has become one of the key points for company to success and also the precious asset to keep company superior. In the service-guided industries, effective front-line service employees who interact with the customers is key factors of successful implementation in the service delivery process. If people who have better relationship and help each other in an organization, they will have higher sharing willingness. This study investigates the relationship among the internal marketing mechanism, knowledge sharing motivation and trust; moreover, this study will discuss the relationship between knowledge sharing motivation and knowledge sharing behavior. On the other hand, trust plays an important role to knowledge exchange and sharing. Therefore this paper chooses employees of banking industry as our study samples to explore the moderating effects of trust between knowledge sharing motivation and knowledge sharing behavior. The thesis uses 49 local banks and 35 foreign banks in Taiwan in March 2004 as sample datas. According to the information in “Financial Statement of the Bank” issued by Central Bank of China. The main findings of this study as following: Research results from the survey of 33 branch banks, 260 effective samples were received. Empirical result shows: (1)Internal marketing mechanism is significant influence knowledge sharing motivation; (2)Internal marketing mechanism is partially significant influence trust; (3)The motivation of knowledge sharing has positive influences knowledge sharing behavior; (4)Trust is partial significant influence knowledge sharing behavior; (5) The moderate effect of trust in the knowledge sharing motivation-knowledge sharing behavior is partially significant. This paper will propose management implication and conclude in the final section.