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題名 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
作者 吳家銘
Wu, Chia Ming
貢獻者 陳敦源
Chen, Don Yun
吳家銘
Wu, Chia Ming
關鍵詞 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
日期 2016
上傳時間 1-七月-2016 15:21:36 (UTC+8)
摘要 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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描述 碩士
國立政治大學
公共行政學系
102256004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1022560042
資料類型 thesis
dc.contributor.advisor 陳敦源zh_TW
dc.contributor.advisor Chen, Don Yunen_US
dc.contributor.author (作者) 吳家銘zh_TW
dc.contributor.author (作者) Wu, Chia Mingen_US
dc.creator (作者) 吳家銘zh_TW
dc.creator (作者) Wu, Chia Mingen_US
dc.date (日期) 2016en_US
dc.date.accessioned 1-七月-2016 15:21:36 (UTC+8)-
dc.date.available 1-七月-2016 15:21:36 (UTC+8)-
dc.date.issued (上傳時間) 1-七月-2016 15:21:36 (UTC+8)-
dc.identifier (其他 識別碼) G1022560042en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98633-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 公共行政學系zh_TW
dc.description (描述) 102256004zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究問題 4
1.4 專有名詞說明 6
1.5 章節安排 6
第二章 文獻回顧 8
2.1 內部行銷課題探究 8
2.1.1 內部行銷的探討主題 8
2.1.2 內部行銷的論點分析 12
2.1.3 非營利組織的內部行銷探討 14
2.1.4 非營利組織的內部行銷影響構面 15
2.2 組織認同課題探究 16
2.2.1 組織認同的探討主題 16
2.2.2 組織認同的論點分析 18
2.2.3 非營利組織的組織認同探討 19
2.2.4 非營利組織的組織認同影響構面 20
2.3 組織承諾課題探究 21
2.3.1 組織承諾的探討主題 21
2.3.2 組織承諾的論點分析 23
2.3.3 非營利組織的組織承諾探討 25
2.3.4 非營利組織的組織承諾影響構面 25
2.4 本研究研究變項關係 27
2.4.1 內部行銷與組織認同的關係 27
2.4.2 內部行銷與組織承諾的關係 27
2.4.3 組織認同與組織承諾的關係 28
2.4.4 內部行銷、組織認同與組織承諾的關係 28
2.4.5 個人背景變項與內部行銷、組織承諾、組織認同的關係 29
2.5 個案介紹 30
2.5.1 種子人才培訓計劃 30
第三章 研究設計 32
3.1 研究架構與假設 32
3.2 構面操作化定義與衡量方法 34
3.2.1 內部行銷的衡量 38
3.2.2 組織認同的衡量 38
3.2.3 組織承諾的衡量 38
3.2.4 個人背景變項的衡量 39
3.3 研究流程 39
3.4 個案選擇理由 40
3.5 研究方法與調查過程 41
3.5.1 研究方法 41
3.5.2 調查過程 42
3.6 統計分析方法 45
第四章 分析結果 47
4.1 兩岸種子人才培訓計劃的樣本比較 47
4.2 信度分析 51
4.3 樣本代表性檢定 55
4.4 獨立樣本T檢定 57
4.5 單因子變異數分析 60
4.6 相關分析 62
4.7 迴歸分析 62
4.8 中介分析 62
第五章 研究發現、限制與建議 69
5.1 研究發現 69
5.2 研究限制 72
5.3 研究建議 73
參考文獻 75
附錄1 85
附錄2 計劃書修正 87
附錄3 論文口試建議修正表 91
附錄4 問卷內容-種子人才培訓計劃（台北版本） 97
附录5问卷内容-种子人才培训计划（上海版本） 105		zh_TW
dc.format.extent 1811337 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1022560042en_US
dc.subject (關鍵詞) 內部行銷zh_TW
dc.subject (關鍵詞) 組織認同zh_TW
dc.subject (關鍵詞) 組織承諾zh_TW
dc.subject (關鍵詞) 非營利組織zh_TW
dc.subject (關鍵詞) internal marketingen_US
dc.subject (關鍵詞) organization identificationen_US
dc.subject (關鍵詞) organization commitmenten_US
dc.subject (關鍵詞) non-profit organizationen_US
dc.title (題名) 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zh_TW
dc.title (題名) The relationship among internal marketing, organizational identification and organizational commitment in Seed Talent Programen_US
dc.type (資料類型) thesisen_US
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