面臨知識經濟時代的來臨，如何有效應用公司的內部資源和能力變成主要的管理議題。尤其在知識密集產業，更關注無形資產─知識的重要性。其中，金融服務產業近年來面臨資訊技術的進步、限制的解放和金融整合趨勢下，速度與彈性乃成為成功的競爭者必備的基本要素，而其中關鍵成功因素即是知識管理與創新。然而，知識在組織中是呈不對稱的分布，為了維持組織的競爭優勢，如何促進組織中跨單位的知識分享(knowledge sharing)並促使產品創新成為組織的重要議題。而組織內知識分享的有效推行，在知識管理過程中經常面臨阻礙。因此如何促進組織內的知識分享行為，在學術與實務上皆備受關注且值得深入探討。
過去學術上之研究多針對組織層面因素促進知識分享之探討，並且多針對製造業及研發部門，鮮少文獻針對金融服務產業的知識分享與創新進行探討。個人因素是造成知識分享障礙的關鍵，加上金融服務產業亦是應關注於知識分享與產品服務創新的領域。因此，為填補學術文獻之缺口，本研究以探討個人行為的社會認知理論為基礎，其中以環境、個人與行為之間的相互關係，完整架構出環境(包含信任)與個人(包含知識分享自我效能、結果預期)的促進因素對知識分享行為的直接與間接影響，並進而影響產品創新。
本研究針對台灣的金融服務產業之員工進行問卷調查，共收集371份有效問卷，並以結構方程模式(structural equation modeling)分析調查結果。研究結果為環境因素中的信任對知識分享具直接顯著影響，並會透過個人因素而對知識分享有間接影響；而個人因素中的知識分享自我效能對於知識分享行為具正向但不具顯著影響，但會透過結果預期中的硬性報酬與軟性報酬對知識分享有間接影響；因此結果預期中的硬性報酬與軟性報酬對知識分享具顯著影響，但利他性對於知識分享無顯著影響；最後知識分享對於組織的產品創新具顯著影響。整體而言，以社會認知理論為探討促進個人知識分享的基礎架構具有良好的解釋力，並能透過個人與環境因素了解促進個人知識分享行為的因素，且驗證知識分享對於產品創新具有正向影響。本研究結果彌補過去文獻之不足，並能提供金融服務相關產業在進行知識分享相關實務之依據。

In the knowledge-based economy, knowledge management has become a major focus of organizations. This task is particularly critical for organizations in knowledge-intensive industries, such as the financial services industry, where companies are facing the rapid development of information technologies, deregulation, and the trend of monetary integration. Therefore, performing effective knowledge management and innovation practices in order to equip managers with the capability to effectively respond to the changes in the business environment has become a key for organizations to remain competitive. However, knowledge is not symmetrically distributed within an organization. Thus, in order for an organization to maintain competitive advantages, facilitating knowledge sharing across units and fostering product innovation have become crucial tasks. However, effective knowledge sharing within an organization often faces obstacles, and thus, how to facilitate knowledge sharing behavior within an organization is worth studying in more depth.
While most of the existing studies focus on exploring the factors fostering knowledge sharing at the organizational level in the context of the manufacturing industry and research and development sectors, very few of them are concerned with the financial services industry. Additionally, the role of individual factors, which are the key to causing barriers of knowledge sharing, tends to be overlooked in the existing studies.
Consequently, this study aims to close the theoretical gap in the existing literature by examining the relationships among environmental and personal factors, knowledge sharing, and product innovation. A social cognitive theory (SCT)-based model, which includes knowledge sharing self-efficacy and outcome expectations for personal influences, and trust for environmental influence, is developed. Based on a survey of 371 employees from the financial services industry in Taiwan, this study applies structural equation modeling to investigate the proposed model. The results show that trust has both direct and indirect effects on knowledge sharing. The results also indicate that knowledge sharing self-efficacy has positive but insignificant effects on knowledge sharing, but it has indirect influences on knowledge sharing through two of outcome expectations. Thus, hard and soft rewards for outcome expectations have significant influence on knowledge sharing, but altruism does not. Finally, knowledge sharing has significant effects on product innovation. Overall, the proposed model based on SCT can help to foster individual knowledge sharing behavior, and validates the influence of knowledge sharing and product innovation.

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