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－以女性內衣產業爲例

The Impacts of Customers' Product Knowledge, Intrinsic and Extrinsic Motivations on Customers' Attitude about Sharing Knowledge

10.29698/FJMR.201009.0001

蕭至惠(Chih-Hui Hsiao)；蔡進發(Chin-Fa Tsai)；廖信捷(Shin-Chieh Liao)；鍾丰元(Steven Chung)

內在動機 ； 外在動機 ； 產品知識 ； 知識分享 ； intrinsic motivation ； extrinsic motivation ； product knowledge ； knowledge sharing

輔仁管理評論

17卷3期（2010 / 09 / 01）

1 - 29

繁體中文

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爲研究對象，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。

This study adopts a general framework to predict customers' attitude about sharing knowledge. In this model, we study how anticipated extrinsic rewards, anticipated reciprocal relationships, self-efficacy and enjoyment of helping others are related to customers' attitude about sharing knowledge. The members from the online underwear forum are our target questionnaire population. A total of 211 questionnaires were collected, among which 163 are effective. The empirical data reveals that: 1. There is a positive relationship between anticipated extrinsic rewards, anticipated reciprocal relationships, self-efficacy, enjoyment of helping others and customer knowledge sharing attitude. 2. Customers having higher product knowledge are more willing to share knowledge with the enterprises than those having lower product knowledge. 3. Self-efficacy acts as a moderator between the customers' product knowledge and customers' attitude about sharing knowledge.

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