The Study Of Enterprise Marketing Executives' Tacit Knowledge Sharing Mechanism

In this study, four questionnaire surveys were used to examine the psychic mechanism of social network affecting tacit knowledge sharing behavior of 1585 Marketing Executives. The paper mainly probed the moderate effect of sharing motivation and interpersonal trust on the tacit knowledge sharing behavior by adopting methods of correlation analysis, hierarchical regression analysis by SPSS Mixed model.The result indicates The result indicates:(1) Marketing Executives exist significant differences among gender, education degree, unit types and position; (2) size, intensity and density of social network have significant positive prediction to tacit knowledge sharing behavior; (3)self-growth, altruistic and mutual beneficial motivations having motivation effects between social network features and tacit knowledge sharing behavior; (4)cognitive and affective trust too. The results of this study will enrich the theory of tacit knowledge sharing, and provide valuable support for constituting the management strategy of it and improving the enterprise's independent innovation ability.