內部行銷作為、成就動機、組織承諾與離職傾向的關係－以國軍志願役軍士官為例

The Relationship of Internal Marketing, Achievement Motivation, Organizational Commitment, and Turnover Intention: An Example of Volunteer Officers and Non-Commissioned Officers

10.30163/BR.200906.0005

林隆儀(Long-Yi Lin)；鍾明燿(Ming-Yao Chung)

內部行銷作爲 ； 成就動機 ； 組織承諾 ； 離職傾向 ； Internal Marketing ； Achievement Motivation ； Organizational Commitment ； Turnover Intention

文大商管學報

14卷1期（2009 / 06 / 01）

75 - 109

繁體中文

本研究旨在探討國軍內部行銷作爲、成就動機、組織承諾與離職傾向的關係，以任職於台灣本島各地區軍事單位志願役軍、士官，已屆滿或於1年內可屆滿法定役期，無契約束縛人員爲研究對象，採用便利抽樣方法，共計發出436份問卷，回收有效問卷400份，有效問卷回收率爲91.7%。採用迴歸分析檢定研究假說，實證結果發現：(1)內外溝通、工作取向及組織承諾對離職傾向都有負向影響；(2)管理支持、內外溝通、工作取向、競爭對價值與努力承諾都有正向影響；(3)內外溝通、工作取向對留職承諾都有正向影響。本研究所提出多元離職傾向的預測模式及完備組織承諾前因後果模式，證實了實務上離職行爲是可以早期預防的，此一重要發現可提供軍事單位運用內部行銷作爲、成就動機及組織承諾在離職行爲議題上的建議。

The main purpose of this study is to explore the relationship of internal marketing, achievement motivation, organizational commitment and turnover intention. The research objects were the military volunteer officers and non-commissioned officers stationed at various military bases in Taiwan who are eligible to retire immediately or within one year's time. Convenience sampling method was adopted to collect primary data. A total of 436 questionnaires were distributed, and 400 valid samples were collected. The effective return rate was 91.7%. Regression analysis was used to test hypotheses, and the main findings were listed as following: (1)Internal and external communication, work orientation and organizational commitment have a negative effect on turnover intention. (2)Management support, internal and external communication, work orientation and competition have a positive effect on value and efforts commitment. (3)Internal and external communication, work orientation, has a positive effect on retention commitment. From a multiple turnover intention forecast model and a more thorughtful cause model of origanizational commitment developed in this study, we were able to vertify our hypothsis that turnover behavior can be prevented preemptively. This finding could offer a good suggestion for military organizations to adopt internal marketing to increase achievement motivation and organizational commitment, and to decrease turnover intention.

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