企業應用線上社群推廣內部行銷對組織公民行為展現之影響-以線上社群參與程度為 調節變項

Abstract

本研究利用層級迴歸，探討內部行銷與組織公民行為之關係及線上社群參與程度之調節效果。以問卷調查方式進行，共發出200份問卷，有效問卷178份。理論上，企業推廣內部行銷應能促使員工展現組織公民行為，而企業若使用線上社群推廣內部行銷，員工線上社群參與程度會調節內部行銷對組織公民行為的影響。實證結果顯示，企業推廣內部行銷確實會正向影響員工組織公民行為的展現，線上社群參與程度對內部行銷與組織公民行為的調節效果獲得部分支持。

This study uses hierarchical regression to explore the internal marketing and organizational citizenship behavior relations and online community participation of moderating effect. The study used the questionnaire survey method. 200 questionnaire were distributed, and received 178 effective questionnaire. In theory, the enterprises promote internal marketing should be able to raise their organizational citizenship behavior, and if they use of online communities to promote internal marketing, online communities participation would moderate with the internal marketing on organizational citizenship behavior. Our results show that internal marketing have significantly positive effect on organizational citizenship behavior, online community participation on internal marketing and organizational citizenship behavior are only slightly significant.