出版品
顧客產品知識高低與內、外在動機在顧客知識分享態度上之影響─以女性內衣產業為例
Chih-Hui Hsiao Associate Professor,Graduate Institute of Marketing and Logistics,National Chiayi University
Chin-Fa Tsai Assistant Professor,Department of Business Administration,National Chiayi University
Shin-Chieh Liao Graduate Student, Graduate Institute of Marketingand Logistics, National Chiayi University
Steven Chung Staff, Nano Powder and Thin Film Technology Center, ITRI SOUTH
Chin-Fa Tsai Assistant Professor,Department of Business Administration,National Chiayi University
Shin-Chieh Liao Graduate Student, Graduate Institute of Marketingand Logistics, National Chiayi University
Steven Chung Staff, Nano Powder and Thin Film Technology Center, ITRI SOUTH
本研究提出一個概念性的架構來預測顧客的知識分享態度。根據先前的文獻提出期望外在報酬、期望互惠關係、自我效能、樂於助人傾向、產品知識五個變數，並分別探討其與顧客知識分享態度間的關聯。本研究以線上內衣論壇的成員為研究對象，總計回收問卷211 份，有效問卷163 份。並以SPSS 進行統計分析，實證結果發現：1.外在動機的期望外在報酬、期望互惠關係與內在動機的自我效能、樂於助人傾向等四個變數與顧客知識分享態度間存在正向關係。2.擁有高產品知識的顧客比低產品知識的顧客更願意分享自身的知識給企業。3.內在動機中的自我效能變數在產品知識與顧客知識分享態度之間存在干擾效果。