業務團隊成員知識分享行為之跨層次研究－社會互動與團隊競爭之干擾效果

A Cross-Level Examination on Knowledge Sharing Behavior of Sales Team Members: The Moderating Effect of Social Interaction and Team Competition

鍾瑞國(Ruey-Gwo Chung)；張婉玲(Wan-Ling Chang)

知識分享 ； 自我效能 ； 社會互動 ； 團隊競爭 ； 保險 ； Knowledge sharing ； Self-efficacy ； Social Interaction ； Team Competition ； Insurance

管理與系統

19卷2期（2012 / 04 / 01）

231 - 254

繁體中文

保險業為知識服務業，業務員之間的知識分享成為業務團隊未來的競爭優勢之一。本研究主旨在以跨層次分析的理論架構，探討個人層次之社會互動與團隊層次之團隊競爭因素，對具自我效能業務員知識分享行為的干擾效果。為此，本研究採用比例分層隨機抽樣方法，針對以業務團隊為主要銷售通路的20家壽險公司發放問卷，最後回收62個有效團隊共1,445份有效問卷。透過層級迴歸及階層線模式等統計方法分析後，發現個人層次的自我效能會正向影響業務員在團隊中的知識分享行為，而高社會互動則會增強其間的關係。另外，跨層次的團隊競爭因素會干擾具自我效能員工的知識分享行為，當業務員處於高團隊競爭力的環境時，會增強自我效能對知識分享行為的影響；但若處於高團隊競爭氣氛的環境時，則相對減弱自我效能對知識分享行為的影響。最後，本研究建議業務團隊應召募並培育具自我效能的業務員，舉辦能增進同仁之間互動關係與互動頻率的活動，而在提升團隊對外競爭力的同時，更應降低團隊內部的競爭氣氛，如此方可有效提昇團隊成員的知識分享行為。

The purpose of this study was to explore a Cross-level model for the impact of individual effects and team effects on knowledge sharing behavior of life insurance sales teams' members. To the end, we used hierarchical multiple regression and hierarchical linear modeling to analyze the data from 1,445 sales in 62 teams. The results indicate first that at the individual level, self-efficacy is positively related to sales' knowledge sharing behavior, and further, the higher degree of social interaction increase the relationship between the above. In addition, the result also show that at the cross level, the higher degree of team competitive abilities, the stronger relationship between self-efficacy and knowledge sharing behavior, but the higher degree of team competitive climate, the weaker relationship between self-efficacy and knowledge sharing behavior. Accordingly, we consider that the results can help to improve the operations of life insurance companies and relative research.

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