| dc.contributor.advisor | 樓永堅 | zh_TW |
| dc.contributor.author (Authors) | 陳建廷 | zh_TW |
| dc.contributor.author (Authors) | Chen, Chien Ting | en_US |
| dc.creator (作者) | 陳建廷 | zh_TW |
| dc.creator (作者) | Chen, Chien Ting | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-Sep-2011 16:31:46 (UTC+8) | - |
| dc.date.available | 29-Sep-2011 16:31:46 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Sep-2011 16:31:46 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098355053 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50748 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 98355053 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 行銷觀念一開始被非營利組織所抗拒，直到一九六九年才開始被非營利組織接受並加以運用，之間的轉變是由於多位學者認為，行銷理念不但適合用於企業組織，更可拓展至非營利組織。因為非營利組織具有雙重的顧客群－捐贈者與服務使用者，非營利組織行銷的功能可以更精確的區分為資源分配、資源募集以及非捐贈者的說服。白話的說即是非營利組織希望透過行銷活動傳達組織使命與價值的同時，亦可達到持續的募集資源（資金和志工）之目的。 Schmitt（1999）將「體驗行銷」定義成「基於個別顧客經由觀察或參與事件後，感受某些刺激而誘發動機產生思維認同或消費行為，增加產品價值」，一般而言體驗行銷多運用在一般消費性產品的活動上。但在現實中可以發現，一些非營利組織透過舉辦體驗活動的方式，一方面讓民眾進一步認同組織使命，一方面希望這些民眾在參與活動過後，可以成為長期的種子志工，例如台灣世界展望會舉辦之「飢餓三十」活動、台灣環境資訊協會舉辦之「生態工作假期」活動，皆是屬於此種類型的活動。 本研究針對台灣環境資訊協會、荒野保護協會與千里步道舉辦之生態工作假期志工活動，對其參與志工發放問券。探討工作假期志工體驗、工作假期志工滿意度、志工─組織認同以及持續參與志工意願的關係。結果發現工作假期志工體驗會正向顯著影響工作假期志工滿意度；並且透過工作假期志工滿意度的間接中介效果，進而影響志工─組織認同以及持續參與志工意願。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究背景 1第二節 研究動機 3第三節 研究目的 3第四節 研究流程 4第二章 文獻探討 5第一節 非營利組織行銷相關文獻 5第二節 志願服務與志工相關文獻 8第三節 體驗行銷 15第四節 工作假期志工滿意度 22第五節 志工─組織認同 27第六節 持續參與志工意願 31第三章 研究方法 33第一節 研究架構與假設 33第二節 變項構面之操作型定義與問卷發展 41第三節 資料分析方法 47第四節 預試問卷分析 50第五節 問卷調查與樣本結構 57第四章 資料分析 59第一節 信、效度分析與問項描述 59第二節 假說檢定 66第三節 後續分析 73第四節 小結 94第五章 結論與建議 95第一節 結論與探討 95第二節 研究貢獻與建議 99第三節 研究限制與後續研究方向 104參考文獻 106附錄一 正式問卷 115 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098355053 | en_US |
| dc.subject (關鍵詞) | 體驗行銷 | zh_TW |
| dc.subject (關鍵詞) | 非營利組織 | zh_TW |
| dc.subject (關鍵詞) | 工作假期 | zh_TW |
| dc.subject (關鍵詞) | 志工─組織認同 | zh_TW |
| dc.subject (關鍵詞) | 持續參與志工意願 | zh_TW |
| dc.title (題名) | 志工參與工作假期的體驗與滿意度對組織認同之研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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| dc.relation.reference (參考文獻) | Stenzel, A. K., and Feeney, H. M. (1968) . Volunteer Training and Development, New York:Seabury Press. | zh_TW |
| dc.relation.reference (參考文獻) | Tajfel, H., and Turner, J. C. (1985) . The Social Identity Theory of Intergroup Behavior , Chicago: Nelson-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Telep, V. G. (1986) . The Relationship of Volunteer Perception of Organization Climate to Volunteer Work Satisfaction, Unpublished doctoral dissertation, Virginia: Virginia Commonwealth University. | zh_TW |
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| dc.relation.reference (參考文獻) | 三、網路資料 | zh_TW |
| dc.relation.reference (參考文獻) | 台灣非營利組織研究網（2011），http://npo.nccu.edu.tw/。 | zh_TW |
| dc.relation.reference (參考文獻) | 台灣環境資訊協會（2011），http://www.e-info.org.tw/。 | zh_TW |
| dc.relation.reference (參考文獻) | 內政部志願服務資訊網（2011），http://vol.moi.gov.tw/vol/home.jsp?mserno=200805210012&serno=&menudata=VolMenu&contlink=ap/policy_view.jsp&dataserno=2008073。 | zh_TW |
| dc.relation.reference (參考文獻) | | zh_TW |
