內部粉絲專頁對警察人員組織承諾之影響—以NPA署長室為例;The Impact of Internal Marketing Oriented Fan Pages on Organizational Commitment of Police Officers-Using NPA Director General Office as an Example

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题名:	內部粉絲專頁對警察人員組織承諾之影響—以NPA署長室為例;The Impact of Internal Marketing Oriented Fan Pages on Organizational Commitment of Police Officers-Using NPA Director General Office as an Example
作者:	張祐豪;Chang, Yo-Hao
贡献者:	資訊管理學系在職專班
关键词:	組織承諾;內部行銷;Facebook粉絲專頁;NPA署長室;警察人員;Organizational commitment;internal marketing;Facebook Pages;NPA Director General Office;police officers
日期:	2018-06-07
上传时间:	2018-08-31 14:47:48 (UTC+8)
出版者:	國立中央大學
摘要:	警察人員工作時數長，執勤環境充滿危險與不確定性，加上退休年金制度變革等外在因素形成的工作壓力，導致警察人員組織承諾程度降低，間接成為警力不足的原因之一。內政部警政署建立NPA署長室Facebook粉絲專頁，透過內部行銷方式，希望能強化內部溝通，回應員警需求，改善工作環境，達成有效提升警察人員組織承諾之目的。本研究以警察人員為研究對象，旨在探討內部行銷知覺程度對其組織承諾之影響，亦探討粉絲專頁使用情形對與內部行銷知覺程度之影響。另於研究中加入粉絲專頁使用情形為調節變項，探討粉絲專頁使用情形對於內部行銷與組織承諾之間的影響。本研究採用問卷調查法針對臺灣地區警察人員進行前測，根據前測結果調整語意及刪除部分問項後，產生正式問卷；正式問卷包含「基本資料」、「粉絲專頁」使用情形、「內部行銷」知覺程度及警察人員「組織承諾」四個部分，以李克特五點尺度量表為量測工具，併採紙本及線上方式發放，總計回收403份有效樣本。問卷回收後以SPSS統計軟體進行資料分析，結果顯示警察人員「內部行銷」知覺程度對其「組織承諾」有正面影響，亦即警察人員對於警察機關內部行銷之知覺程度越高，則組織承諾也越高，與陳明隆（2013）之研究結果相符；警察人員「粉絲專頁」使用情形對其「內部行銷」知覺程度有正面影響，顯示警察人員使用粉絲專頁情形程度越高，則內部行銷知覺程度也越高，與張基成、陳哲緯（2012）之研究相呼應；「粉絲專頁」使用情形對「內部行銷」與「組織承諾」之間沒有調節效果，與張基成、陳哲緯（2012）之研究結果不同；不同性別、年齡、年資、階級或職務之警察人員，對於「內部行銷」及「組織承諾」之影響無顯著差異，與陳明隆（2013）之研究結果不同。最後提出實務建議，各警察機關應使用粉絲專頁做為內部行銷工具，使警察人員對於機關傳達的訊息更加瞭解，彌補正式溝通管道之不足使溝通管道暢通；並且落實重視員警意見、回應員警需求、提供適當支援及改善工作環境，以提高警察人員之組織承諾。;Police officers work long hours and work in dangerous envoirments full of uncertainty. On top of that, the pressure of work caused by external factors such as changes to the pension system have resulted in the police officers’ diminished degree of organizational commitment, one of the indirect causes of a shortage of police officers. The National Police Agency, Ministry of the Interior has set up NPA Director General Office-Facebook Page, in the hope of strengthening internal communication through internal marketing, responding to police officers’ needs, and improving the work environment, thereby achieving the purpose of effectitvely enhancing police officers’ organizational commitment. This study aim is to explore the impact of the degree of perceived internal marketing on organizaitonal commitment, as well as the impact of fan page use sitautions on the degree of perceived interral marketing, with police officers adopted as research participants. In addition, the fan page use situation was adopted as a moderating variable to explore the impact of fan page use on internal marketing and organizational commitment. The questionnaire survey was adopted in this study. A pre-test and a post-test were conducted targeting police officers in Taiwan. Based on the pre-test and post-test results and after adjusting the semantics and after deleting some questions, the official questionnaire was generated. The official questionnaire covers four parts: “Basic information”, “Facebook Page” usage, a degree of perceived “Internal marketing”, and police officers’ “Organizational commitment”. The 5-point Likert scale was employed as the measurement tool, and paper and online questionnaires were distributed, with a total of 403 valid samples recovered. The recovered questionnaires underwent data analysis using SPSS statistical software. Results showed that the police officers’ degree of perceived “Internal marketing” produced a positive impact on “Organizational commitment”. That is, the higher the police officers’ degee of perceived intenral marketing within the police agency, the higher the organizational commitment. This finding coincides with the research findings of Min-Lung Chen (2013); the police officers’ “fan page” usage situation produced a positive impact on the degree of perceived “Internal marketing”, indicating the higher the police officers’ fan page use situation, the higher the degree of perceived internal marketing. This finding echoes the research of Chi-Cheng Chang and Che-Wei Chen (2012); “fan page” use sitatuion has no regulatory effect on “Internal marketing” and “Organizational commitment”, which contradicts the research results of Chi-Cheng Chang and Che-Wei Chen (2012); the police officers under different genders, age, work seniority, rank, or job title cateogries showed no significant difference on the impact of “Internal marketing” and “Organizational commitment”, which differs from the research findings of Min-Lung Chen (2013). Finally, recommendations in practice were proposed. The respective police agencies should use the fan page as an internal marketing tool, enabling police officers to gain a better insight into messages conveyed by the agency, thereby making up for the insufficiencies of the official communication channel, and implementing and valuing police officers’ opinions, responding to their needs, providing the appropriate support and improving the work environment so as to enhance police officers’ organizational commitment.
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