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系統識別號 U0002-3006202011231500
中文論文名稱 應用McClelland三需求理論對於員工知識分享的影響-以社群媒體的使用行為動機為中介
英文論文名稱 The Impact of Applying McClelland's Three Needs Theory on Employee Knowledge Sharing-The Mediating Effect of the Intention of Using Social Media
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 108
學期 2
出版年 109
研究生中文姓名 郭瀚文
研究生英文姓名 Han-Wen Kuo
學號 607550448
學位類別 碩士
語文別 中文
口試日期 2020-06-10
論文頁數 147頁
口試委員 指導教授-何怡芳
委員-田正利
委員-林美榕
中文關鍵字 三需求理論  社群媒體  知識分享 
英文關鍵字 Threey Needs Theory  McClelland  Social Media  Knowledge Sharing 
學科別分類
中文摘要 隨著科技迅速的發展,還有企業經營模式的轉變,社群媒體的應用已然是生活中不可或缺的一部分,然而在知識經濟的進步中,知識管理中的知識分享對組織內部而言,也尤為重要,因此,組織該透過什麼方式來激勵員工,藉由對社群媒體的使用來促進彼此間知識分享的行為,也是很重要的課題。
本研究欲探討三需求理論、社群媒體及知識分享三個變項之間及其各構面間的關係,再深入探究社群媒體在三需求理論與知識分享間是否具有中介效果。
本研究採用SPSS為資料分析工具,總計回收215份問卷,扣除無效問卷53份,有效問卷共計162份。透過迴歸分析驗證,得到以下之結論:
一、三需求理論之權利需求及親和需求分別對社群媒體使用行為之五個構面,有正向影響,成就需求對社群媒體使用行為的人際效用、搜尋資訊、便利性有正向影響。
二、三需求理論之三個構面分別會正向影響知識分享。
三、社群媒體之五個構面分別會正向影響知識分享。
四、三需求理論之成就需求對社群媒體的人際效用、搜尋資訊、便利性與知識分享間皆存在完全中介效果;權力需求極親和需求分別對社群媒體的人際效用、度過時間、搜尋資訊、便利性、娛樂性與知識分享間分別存在,完全中介及部分中介效果。
英文摘要 With the development of science and technology, and the transform of enterprises’ business models, the application of social media has been an indispensable part of our lives. However, in the process of knowledge economy, For the organization, knowledge sharing is very important. Therefore, how can the organization encourage employees to share the knowledge with each other by social media is one of the important lesson.
This study explores the relationship among Three Needs Theory, Social Media, Knowledge Sharing, and all of their models. Furthermore, also explores Social Media and it’s models have mediating effect between Three Needs Theory and Knowledge Sharing.
This study uses SPSS as a tool for data analysis. 215 questionnaires were collected, collected 162 effective samples and 53 ineffective samples, the regression analysis of data used in this study, the conclusion is below:
1.Needs of Power and Need of Affiliation have positive impacts on the five models of the Intention of Using Social Media and Needs of achievement has positive impacts on Interpersonal Utility, Pass Time and Convenience.
2.Three Needs Theory and its’ models have positive impacts on Knowledge Sharing.
3.Social Media and models have positive impacts on Knowledge Sharing.
4.The five models of the Intention of Using Social Media have full mediation or partial mediation effect between three models of Three Needs Theory and Knowledge Sharing.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 V
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究問題 6
第四節 研究架構與流程 7
第貳章 文獻探討 8
第一節 三需求理論 8
第二節 社群媒體的使用行為 18
第三節 知識分享意願 23
第四節 三需求理論、社群媒體使用行為及知識分享意願之相互關係: 31
第參章 研究方法 33
第一節 研究架構 33
第二節 研究假設 35
第三節 變項操作定義與衡量 40
第四節 研究設計 44
第五節 資料分析方式 46
第肆章 資料分析與結果 50
第一節 樣本結構分析 50
第二節 敘述統計分析 59
第三節 相關分析 64
第四節 信度與效度分析 67
第五節 卡方檢定 69
第六節 迴歸分析 87
第伍章 結論與建議 105
第一節 研究結果 105
第二節 研究建議 116
第三節 研究限制 122
中文文獻 123
英文文獻 125
表目錄
表 2 1當代激勵表 12
表2 2社群媒體彙整表 19
表2 3 知識彙整表 23
表2 4知識管理架構回顧 27
表 3 1三需求理論之問項-成就需求 40
表 3 2三需求理論之問項-權力需求 41
表 3 3三需求理論之問項-親和需求 41
表 3 4社群媒體使用行為問項 42
表 3 5 知識分享衡量問項 43
表 3 6問卷回收情況 45
表 3 7相關係數程度表 47
表 3 8 KMO值之參考標準 48
表 4 1受訪者使用社群媒體的知識分享及獲取經驗表 51
表 4 2 最常使用的社群媒體表 52
表 4 3 一天瀏覽社群媒體次數表 52
表 4 4 社群媒體的每天使用時間表 53
表 4 5性別分析表 53
表 4 6 年齡分佈分析表 54
表 4 7教育程度分佈分析表 54
表 4 8工作年資分佈分析表 55
表 4 9工作職級分佈分析表 55
表 4 10服務部門分佈分析表 56
表 4 11公司所屬行業別分佈分析表 56
表 4 12 三需求各變數與職級分析表 57
表 4 13各研究變項敘述性統計分析表 59
表 4 14各研究變項敘述性統計分析表 60
表 4 15各研究變項敘述性統計分析表 61
表 4 16各變數之相關係數表 64
表 4 17正式問卷之信度分析 67
表 4 18正式問卷之效度因素分析 68
表 4 19最常使用的社群媒體與工作職級之交叉分析表 69
表 4 20一天瀏覽社群媒體次數與工作職級之交叉分析表 71
表 4 21社群媒體的每天使用時間與工作職級之交叉分析表 72
表 4 22最常使用的社群媒體與服務部門之交叉分析表 74
表 4 23服務部門與一天瀏覽社群媒體次數之交叉分析表 75
表 4 24服務部門與社群媒體使用時間之交叉分析表 77
表 4 25所屬行業別與最常使用的社群之交叉分析表 78
表 4 26所屬行業別與一天瀏覽社群媒體次數之交叉分析表 80
表 4 27所屬行業別與社群媒體使用時間之交叉分析表 81
表 4 28年齡與最常使用的社群之交叉分析表 83
表 4 29年齡與一天瀏覽社群媒體次數之交叉分析表 84
表 4 30年齡與社群媒體使用時間之交叉分析表 85
表 4 31三需求理論子變數對社群媒體使用行為之迴歸分析表 88
表 4 32社群媒體使用行為對知識分享之迴歸分析表 89
表 4 33三需求理論子變數對知識分享之迴歸分析表 90
表 4 34三需求理論子變數、社群媒體使用行為與知識分享之中介迴歸分析 91
表 4 35假說驗證彙整表 92
表 4 36成就需求對社群媒體使用行為子變數之迴歸分析表 93
表 4 37權力需求對社群媒體使用行為子變數之迴歸分析表 94
表 4 38親和需求對社群媒體使用行為子變數之迴歸分析表 95
表4 39社群媒體使用行為子變數對知識分享之迴歸分析表 96
表 4 40社群媒體使用行為子變數對成就需求與知識分享的中介效果表 99
表 4 41社群媒體使用行為子變數對權力需求與知識分享的中介效果表 100
表 4 42社群媒體使用行為子變數對親和需求與知識分享的中介效果表 101
表 4 43成就需求對社群媒體五構面之結果 102
表 4 44權利需求對社群媒體五構面之結果 103
表 4 45親和需求對社群媒體五構面之結果 103
表 4 46三需求對知識分享之結果 103
表 4 47社群媒體對知識分享之結果 103
表 4 48三需求與社群媒體使用行為與知識分享之中介效果 104
圖目錄
圖1 1研究架構與流程圖 7
圖2 1 Maslow需求層級理論 13
圖2 2激勵整合圖 16
圖2 3知識螺旋 30
圖3 1研究架構圖 33



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