The Empirical Study On Tacit Knowledge Of Sales Force With Theory Of Reasoned Action

In the age of knowledge economy, Knowledge management has played an important role in the development of enterprise increasingly. The sales department is the key of the enterprise, and it has close relationship with the consumer and the market.How to facilitate the tacit knowledge sharing behavior between sales forces and enhance the tacit knowledge management of sales force is a hot issue in the field of business management and information management.Since the importance of sales force's tacit knowledge sharing behavior, this dissertation makes an empirical study on factors which have influences on the tacit knowledge sharing behavior, based on the theory of reasoned action in the psychology field. Form the former literature review, it is found that most researchers mainly make the study on knowledge sharing behavior through building conceptual model, and there are only a few empirical studies on it. Through the empirical study on the factors which has influenced the sales force's tacit knowledge sharing behavior, the present study designs each factor's indicator system to make a questionnaire, and then small-sample questionnaire investigation and the data analysis are made to ensure the reliability and validity of each indicator. Finally, the formal questionnaire is accomplished to investigate sales force's tacit knowledge sharing behavior many fields. After dealing with the big-sample data, the influencing factors'hypothetic relationship is analyzed through the structural equation model.The study results show that the individual's sharing attitudes toward the behavior has played an important role among those factors. Knowledge sharing attitude has significant positive influence on the knowledge sharing behavioral intention, and the subjective norms has indirect influences on the behavioral intention through the attitude. Besides, benefits from the sharing behavior have significant positive influences on the sales force's tacit knowledge sharing attitude. At the same time, knowledge sharing behavior's value assessment and interpersonal relationship has indirect influences on the attitude through the subjective normal. Furthermore, benefits influence knowledge sharing intention.Finally, the study makes the explanation on the theory, and provides some suggestions and measures to facilitate the sales force's tacit knowledge sharing behavior. This dissertation uses the theory of reasoned action to analyze the sales force's knowledge sharing behavior, and it also adds the interpersonal relationship with Chinese culture. Therefore, other factors which have influences on the knowledge sharing attitude and subjective normal can be discussed to enrich the content of the study. The conclusion of the present study will do some help for the further research in the same field.