| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 95 === Based on the theory of planned behavior and concepts of organizational citizenship behavior, the study aimed to explore the variables affecting electronic commerce travel agency staffs’ knowledge sharing behavior. The variables investigated by the study including individual’s attitude, subjective norm, perceived behavioral control, behavioral intentions, organizational citizenship behavior, and knowledge sharing behavior. A total of 273 employees of travel agents in Taiwan were investigated through quota sampling method, and survey data were analyzed by using descriptive statistics, independent sampled t-test, one-way ANOVA, and linear structural relationships (LISREL). The study results indicated that:
1. There were partially significant relationships between employees’ background and their knowledge sharing behavior model.
2. Employees’ attitude and perceived behavioral control were positively related to behavior intention, and however, there was no significant relationship between subjective norm and behavior intention.
3. There were significant linear relationships among knowledge sharing behavior, behavior intention, and organization citizenship behavior.
4. Employees’ organization citizenship behavior was a significant mediating effect toward their behavior intention and knowledge sharing behavior.
5. A constructive model and several connotative suggestions were proposed by the study so as to promote employees’ knowledge sharing behavior in electronic commerce travel agency.
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