Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/98633


Title: 非營利組織內部行銷、組織認同、組織承諾研究:以兩岸種子人才培訓計劃為例
The relationship among internal marketing, organizational identification and organizational commitment in Seed Talent Program
Authors: 吳家銘
Wu, Chia Ming
Contributors: 陳敦源
Chen, Don Yun
吳家銘
Wu, Chia Ming
Keywords: 內部行銷
組織認同
組織承諾
非營利組織
internal marketing
organization identification
organization commitment
non-profit organization
Date: 2016
Issue Date: 2016-07-01 15:21:36 (UTC+8)
Abstract: 本研究的目的,係透過理論與實務的檢測,探討在種子人才培訓計劃中,內部行銷、組織認同與組織承諾的關係。在內部行銷、組織認同與組織承諾的變項中,哪些構面會影響三者關係的成立?組織認同與組織承諾在不同的個人背景下是否會有差異?台北與上海的種子人才培訓計劃成員,在性別、家鄉、年齡、級別、院所、幹部經驗是否會有差異?

本研究係組織理論的量化分析,量化分析的資料係透過線上問卷與現場發送的方式而得。有鑑於種子人才培訓計劃係一橫跨兩岸的組織,本研究設計兩份問卷,以確保兩地的樣本有一定的數量。本研究使用的統計分析,包含:敘述性統計分析、信度分析、樣本代表性檢定、卡方檢定、獨立樣本T檢定、單因子變異數分析、相關分析、迴歸分析。

本研究的結論如下:上海種子人才培訓計劃的成員,在內部行銷、組織認同、組織承諾的各個變項均較台北種子人才培訓計劃要來得高。內部行銷、組織認同與組織承諾的關係存在,且內部行銷會透過組織認同影響組織承諾。當組織的內部行銷機制完整度越高,成員對組織的認同感會提升,也會越容易對組織做出承諾。此外,當組織成員對組織的認同度越高時,越容易對組織做出承諾。
The purpose of the study is to find the relationship among internal marketing, organizational identification and organizational commitment in “Seed Talent Program”. In those dimensions, what variables influence the connection? Are the different personal backgrounds influence the organizational identification and organizational commitment? The members in Shanghai and Taipei have difference in sex, hometown, age, level, institutes, guide experience or not?

Our survey uses the quantitative analysis. The data was collected through online questionnaire and visit the place in Taipei. In view of the program have foundations in Taipei and Shanghai; we design two questionnaires to make sure get enough samples. The statistical methods used in the survey include: descriptive statistics, reliability analysis, representative rample analysis, t-test, one-way anova, correlation analysis, regression analysis.

After testing 252 members in Shanghai and Taipei, we found that the members in Shanghai have higher scores in three dimensions than those in Taipei. The relationship among the internal marketing, organization identification and organization commitment exists. When the internal marketing mechanisms become well, the members have higher identification and easily to make promise in the organization. The relationship is controlled by the hometown variables.
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Description: 碩士
國立政治大學
公共行政學系
102256004
Source URI: http://thesis.lib.nccu.edu.tw/record/#G1022560042
Data Type: thesis
Appears in Collections:[公共行政學系] 學位論文

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