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 Enterprise applications online community to promote internal marketing on organizational citizenship behavior - Using online community participation as a moderator

dc.contributor 張基成 zh_TW
dc.contributor Chi-Cheng Chang en_US
dc.contributor.author 陳哲緯 zh_TW
dc.contributor.author Che-Wei Chen en_US
dc.date.accessioned 2019-09-03T11:45:41Z
dc.date.available 不公開
dc.date.available 2019-09-03T11:45:41Z
dc.date.issued 2010
dc.description.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。 zh_TW
dc.description.abstract 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. en_US
dc.description.sponsorship 科技應用與人力資源發展學系 zh_TW
dc.identifier GN0696710251
dc.identifier.uri http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0696710251%22.&%22.id.&
dc.identifier.uri http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/96794
dc.language 中文
dc.subject 內部行銷 zh_TW
dc.subject 組織公民行為 zh_TW
dc.subject 線上社群參與程度 zh_TW
dc.subject 調節效果 zh_TW
dc.subject Internal marketing en_US
dc.subject Organizational citizenship behavior en_US
dc.subject Online community participation en_US
dc.subject Moderating effect en_US
dc.title 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 zh_TW
dc.title Enterprise applications online community to promote internal marketing on organizational citizenship behavior - Using online community participation as a moderator en_US
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