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

Abstract

本研究利用層級迴歸探討內部行銷對組織公民行為之影響及線上社群參與程度之調節效果。以問卷調查方式對T公司共發出200份問卷，有效回收問卷178份。實證結果顯示，（1）內部行銷對組織公民行為有正面的影響。（2）內部行銷的溝通與激勵、教育訓練、管理支持構面對組織公民行為有正面的影響，其中，教育訓練的影響最大。（3）線上社群參與程度對內部行銷與組織公民行為的關係具有正向的調節效果。（4）線上社群參與程度對內部行銷的教育訓練、管理支持構面與組織公民行為的關係具有正向的調節效果。

This study explores the influence of enterprise internal marketing on organizational citizenship behavior and the moderating effect of online community participation. The study used the questionnaire survey method and distributed 200 questionnaires to the T Company, and was received 178 usable responses. Results of hierarchical regression analyses show that (1) internal marketing was positively related to organizational citizenship behavior; (2) communication and incentive, training and managerial support of internal marketing were positively related to organizational citizenship behavior, and the relationship with training was strongest; (3) online community participation moderated the relationship between internal marketing and organizational citizenship behavior; (4) online community participation moderated the relationship between training and managerial support of internal marketing and organizational citizenship behavior, and between internal marketing and protecting enterprise resource of organizational citizenship behavior.