| dc.description.abstract | 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. | en_US |