探討客戶權力在客服工程師知識分享意圖之影響

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蔡忠志(Chung-Chih Tsai) 查詢紙本館藏

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工業管理研究所在職專班

論文名稱

探討客戶權力在客服工程師知識分享意圖之影響
(A study of how customer power influences Customer Support engineers' willingness to share knowledge)

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摘要(中)

知識已經成為維持組織競爭力主要的因素之一，為了鼓勵組織成員將其知識分享至系統，過去研究調查組織的獎酬制度、自我效能、及組織內的社會規範。然而，來自組織外部的客戶權力可能也會影響組織所採用的決策。因此，本研究考慮客戶權力的因素，整合了社會權力理論。同時，我們應用社會交換理論及社會認知理論去檢視個人動機及知識自我效能。經過16個國家地區的跨國資料分析，研究結果顯示：名聲、互惠、知識自我效能顯著影響分享意圖；客戶的合法權也顯著影響互惠的認知，進而影響分享意圖，結果證實研究假設及模型的正確性。所以我們相信，涉及客戶服務及承諾的組織，組織應該聚焦於成員對客戶權力的認知，進而提昇成員的知識分享意圖。

摘要(英)

Knowledge has become one of the key factors to sustain the organization’s competitive advantage. To encourage employee in an organization to share their knowledge, past studies have discussed reward systems, self-efficacy, and social norm. However, customer power could affect an organization’s decisive adoption. Thus, this study considered social power and integrated social power theory. Additionally, we integrated social exchange theory and social cognitive theory to examine personal motivation and knowledge self-efficacy. After this study collected and analyzed data from 16 countries, the result showed that reputation, reciprocity, and knowledge self-efficacy significantly affected intention to share knowledge. Additionally, customer power also significantly affected reciprocity, which in turn affected intention to share. The research model and hypotheses were supported by the empirical data. Therefore, we concluded that an organization involving customer service and commitment should focus on enhancing employee perception of customer power.

關鍵字(中)

★ 社會認知理論
★ 社會交換理論
★ 知識分享
★ 客戶權力
★ 自我效能

關鍵字(英)

★ Social Cognitive Theory
★ Social Exchange Theory
★ Customer Power
★ Knowledge Sharing
★ Self-Efficacy

論文目次

第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3論文架構 3
第二章、文獻探討 4
2.1 社會交換理論 4
2.2 社會權力理論 5
2.3 社會認知理論 6
第三章、研究假設 9
3.1 研究模型 9
3.2 假設 10
3.2.1 社會交換理論中的組織報酬與分享意圖之間的關係 10
3.2.2 社會交換理論中的名聲與分享意圖之間的關係 11
3.2.3 社會交換理論中的互惠與分享意圖之間的關係 12
3.2.4 社會權力理論中的合法權與互惠之間的關係 13
3.2.5 社會權力理論中的強制權與互惠之間的關係 14
3.2.6 社會認知理論中的知識自我效能與分享意圖之間的關係 15
3.2.7 六項假設總表 17
第四章、研究方法 18
4.1問卷設計 18
4.2問卷收集 21
第五章、資料分析 23
5.1量測模式分析 23
5.2結構模式分析 25
第六章、研究討論 27
第七章、結論與建議 28
7.1 研究結論 28
7.2 管理意涵 29
7.2.1名聲對知識分享意圖有正向的影響 29
7.2.2互惠對知識分享意圖有正向的影響 29
7.2.3客戶的合法權對互惠有正向的影響 30
7.2.4知識自我效能對知識分享意圖有正向的影響 30
7.3研究限制與未來研究建議 30
參考文獻 32
附錄A 研究問卷 41
附錄B 其他推廣知識平台的相關建議 46

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指導教授

許秉瑜(Ping-Yu Hsu)

審核日期

2012-1-11

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