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研究生:鄭琇方
研究生(外文):Hsiu-Fang Chang
論文名稱:非營利組織品牌形象與捐贈者轉換行為間關係之研究─以關係連結之中介角色分析
論文名稱(外文):The Study of the Relationship Between Brand Image of Nonprofit Organization and Switching Behavior of Donors─The Mediators of Relationship Bonds
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:113
中文關鍵詞:品牌形象非營利組織關係連結轉換行為
外文關鍵詞:relationship bondsbrand imageswitching behaviornonprofit organization
相關次數:
  • 被引用被引用:21
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
商業部門的品牌管理技巧和實務經驗日臻成熟,其為一辨認的圖案且可用來與競爭者產生差異化,而對非營利組織來說,由於面對募款活動和資源吸引的競爭日趨激烈,Roberts-Wray(1994)首度主張應用品牌管理技巧至非營利組織中,然而,兼持非營利組織品牌和商業品牌尚有許多差異處,顯然非營利組織必須建立獨特和一致的品牌形象,強調透過品牌象徵的意義和捐贈者發展關係(Tapp, Lindsay and Sorrell, 1999),而往往當捐贈者感到不滿意或有其他良好選擇時,其可能會終止捐贈行為,對於其與組織間之關係終止旋即以轉換行為表現之,故透過塑造良好品牌形象來維繫非營利組織與捐贈者間之互動關係,降低其終止關係之意圖,對非營利組織而言是項重要目標。
隨著捐助競爭增加和對行銷本質觀點的改變,非營利組織逐漸接受行銷原則,而關係行銷藉由尋求和捐贈者建立長期關係,以彌補一般民眾高流動率的捐贈行為,即增加捐贈者的忠誠度且視捐贈者為合夥人(McCort, 1994),此外,品牌與顧客間會產生關係,其產生的連結可以成功解釋買賣雙方關係並且是維繫雙方關係的退出障礙(Smith, 1998 ;Liljander and Strandvik, 1995),故遂以「關係連結」(relationship of bonds)之中介角色探討對非營利組織品牌形象和捐贈者轉換行為的影響。
據之前揭,本研究乃針對有關「非營利組織品牌和商業品牌議題」、「多重層次之關係連結」和「轉換行為」等之相關概念、理論及實證資料進行彙理,以提出觀念性研究架構,同時推導得到攸關此架構的四項研究假設,其次,抽樣對象為社會福利慈善基金會之捐贈者,且透過修飾過去實證研究之問題和基金會人員訪談結果,蒐集有關問卷量表之資料,然後,銜接後續問卷資料處理與分析,獲致主要結果指出:非營利組織應學習商業品牌管理技巧,針對目標社會大眾傳達組織形象,此正可呼應Roberts-Wray(1994) 、Saxton(1994) 和Tapp, Lindsay and Sorrell(1999)等諸位學者對非營利組織品牌塑造的探討結果,經由建立一致和獨特的品牌可獲得更多民眾支持和社會資源,此外,強化捐贈者與組織間的互動和聯繫方式,重視和解決捐贈者所給予的建議和反應,方能有效防止捐贈者未來終止關係之疑慮。
The brand management and practical experience of commerce business which identifying picture and distinct from competitor have becoming better and approaching perfection day by day. For the nonprofit organization, facing the funding activities and resource attraction are very intense, Roberts-Wray(1994) suggests that nonprofit organization should adopt the techniques of brand management. However, there are many differences between brand of nonprofit organization and commercial sector, so nonprofit organization needs to establish a more coherent and individual brand image, then through placing more on what it stands for and developing relationships with donors. Therefore, it is an important objective for nonprofit organization that through molding good brand image to hold together with donors in order to reduce switching intention.
Following donating competition increasingly and the change of the viewpoint of marketing nature, nonprofit organization accepts marketing principle gradually and relationship marketing has established long relationship with donors to recover high floating rate of the civil that enhances loyalty of donors and views them as partners. Moreover, the bonds that come into existence of brand and customer can explain buyer-seller relationships successfully and constitute exit barriers for the both sides. In this regard, the medium role of relationship bonds probes into the influence between the brand image of nonprofit organization and switching behavior of donors.
According to firstly review some themes including ’brand of nonprofit organization and commercial sector’, ‘the multiple level of relationship bonds’ and ‘switching behavior’, in the cause of providing the conceptual research framework and four related hypotheses to the framework. Secondly, the donors of the foundations of charity and social welfare have been selected for the sampling frame and collects information about questionnaire scale by decorating questions of empirical researches previously and the result of interviewing the workers of foundation. Then, through the related statistical analyses treat the datum of questionnaire, the result shows that nonprofit organizations have to learn the manageable skills of commercial brand and communicate to the main civil. By establishing a more coherent and individual brand image can take more somebody''''s part and social resources. In addition, it can prevent the donors from ending off relationship that enhances the interaction between donors and nonprofit organization emphasizing and solving them suggestions and receptions.
中文摘要…………………………………………………………………………... I
英文摘要…………………………………………………………………………... III
誌謝………………………………………………………………………………... V
目錄………………………………………………………………………………... VI
表目錄……………………………………………………………………………...VIII
圖目錄……………………………………………………………………………... X
第壹章 緒論………………………………………………………………………. 1
第一節 研究背景與動機…………………………………………………….. 1
第二節 研究目的…………………………………………………………….. 3
第三節 研究限制…………………………………………………………….. 5
第貳章 文獻探討…………………………………………………………………. 6
第一節 非營利組織行銷…………………………………………………….. 6
一. 非營利組織定義…………………………………………….. 6
二. 非營利組織行銷概念之源由……………………………….. 8
三. 非營利組織之挑戰………………………………………….. 10
第二節 捐贈者轉換行為…………………………………………………….. 13
第三節 轉換行為之前置因素---品牌形象………………………………... 18
一. 非營利組織品牌……………………………………………… 18
二. 品牌形象……………………………………………………… 26
三. 品牌發展和關係行銷之整合……………………………... 35
第四節 轉換行為之中介因素---關係連結……………………………….. 38
一. 非營利組織與關係行銷之相關性…………………………… 38
二. 實行關係行銷之利益……………………………………... 40
三. 多重層次之關係連結……………………………………... 42
第五節 觀念性架構及假設之建立………………………………………….. 49
一. 觀念性架構………………………………………………... 49
二. 研究變項之界定…………………………………………... 50
三. 研究假設之建立…………………………………………... 51
第參章 研究方法…………………………………………………………………........ 56
第一節 研究工具…………………………………………………………….. 56
第二節 抽樣設計…………………………………………………………….. 59
第三節 資料分析方法……………………………………………………….. 62
第四節 問卷之信度與效度分析…………………………...………………. 63
第肆章 研究結果與討論…………………………………………………………........ 70
第一節 樣本描述…………………………………………………………….. 70
第二節 研究構念之描述性統計分析……………………………………….. 79
第三節 品牌形象與轉換行為間之關係…………………………………….. 81
第四節 關係連結與轉換行為間之關係……………………………………. 83
第五節 品牌形象與關係連結間之關係……………………………………. 85
第六節 關係連結之中介效果檢測…………………………………………. 88
第伍章 研究結論與未來研究議題………………………………………………. 94
第一節 研究結果之彙整…………………………………………………….. 94
第二節 對非營利組織行銷研究之意涵…………………………………….. 97
第三節 非營利組織未來相關研究議題……………………………………..100
參考文獻…………………………………………………………………………...102
附 錄……………………………………………………………………………...106
一. 基金會人員訪談紀錄…………………………………………………………106
二. 問卷量表………………………………………………………………………108
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