內部行銷、工作敬業心及主動行為之關係研究-以知覺組織支持為調節變項;A Study on the Relationships among Internal Marketing, Job Engagement, and Proactive Behavior: Perceived Organizational Support as a Moderator

[[abstract]]本研究主要探討內部行銷與工作敬業心、主動行為之關係，並利用知覺組織支持做為調節變項，及驗證工作敬業心在內部行銷與主動行為間之中介效果。本研究以不限定產業之在職工作者為實證研究對象，根據研究目的與研究假設，並利用問卷調查進行資料蒐集，問卷共回收243份有效問卷；並透過描述性統計分析、驗證性因素分析、相關分析、迴歸分析等統計方法探討變數間的關係。本研究以複迴歸分析進行主要的假設驗證，經實證分析結果顯示如下：一、內部行銷對工作敬業心具有正向顯著影響。二、工作敬業心對主動行為具有正向顯著影響。三、內部行銷對主動行為具有正向顯著影響。四、內部行銷透過工作敬業心的部份中介效果而影響其主動行為。五、知覺組織支持在員工工作敬業心與主動行為間具調節效果。最後，依據研究結果，本研究提出結論與建議供後續研究參考。 This study mainly discusses the relationships among internal marketing, job engagement and proactive behavior, and uses the perceived organizational support as the moderator between job engagement and proactive behavior.Based on the above research purpose and research hypotheses, this study uses the questionnaire survey method to collect data. A total of 243 valid questionnaires were collected. The statistical analysis methods of descriptive statistical analysis, confirmatory factor analysis, correlation analysis and regression analysis were used in the study.In this study, hypotheses were tested by multiple regression analysis. The empirical results showed as follows.1.The internal marketing has a significant positive impact on the job engagement. 2.The job engagement has a significant positive impact on the proactive behavior.3.The internal marketing has a positive impact on the proactive behavior.4.The job engagement has a partial mediating effect between internal marketing and proactive behavior.5.The perceived organizational support has the moderating effect between the job engagement and proactive behavior.Finally, based on the results of the study, the concrete conclusions and recommendations of this study are provided for the future study as references