臺灣博碩士論文加值系統

非營利組織的崛起，使其成為愈來愈熱門的話題，但在非營利組織的領域裡，過去許多研究者對行銷面探討最為廣泛，而因非營利組織可視為一種社群類型，其立足點不應僅從單一面來探究，若能以社群觀點觀之將更合適。此外，近年來社群之影響力不斷擴大，改變了人們的溝通及相處模式，社群的創造對市場亦發揮一定的影響力。故若能由社群之總體面切入，亦可較深入且有意義。　
在非營利組織中，由於認同感為成員是否願與組織維持長期關係與對組織活動滿意程度的考量，而影響認同的因素則牽動成員對組織認同程度之差異。對此，本研究欲從志工對非營利組織之情感切入，將認同視為一中介變項，討論其前因與影響結果。
經由驗證結果發現，在「成員與組織之互動關係」層面，涉入程度、接觸頻率與參與資歷對認同呈現顯著影響；而在「組織特性」層面，人群氣氛、組織聲譽與組織競爭力對認同亦具有顯著正向影響；最後在認同對承諾與知覺組織績效同樣獲得支持。
根據上述結論建議非營利組織，給予志工多重管道以利了解組織活動訊息並透過定期聚會提升志工之參與度，此外，營造良好的工作氛圍且塑造正向的組織評價，對志工認同感之強化亦有莫大助益。若組織可善用志工之認同感，並將組織發展與志工認同感相結合，將有助於組織型塑其使命與願景，以創造高度的組織績效。

Due to the development of the nonprofit organization, it becomes a popular topic. In the field of nonprofit organization, the scholar focus on the facet of Marketing in the past. However, nonprofit organization can be viewed as a kind of community, the context of research should not be limit on one facet. Therefore, if we explore the nonprofit organization in the view of community, that will be more appropriate. Moreover, the influence of community on people is more and more, it change the model of human’s communication. It can be said that the creation of community influence the market. So, if we use the whole view of community to discuss the nonprofit organization, it will more meaningful and deeper.
In the nonprofit organization, identification is the factor which influence whether the member have willing to maintain the long term relationship and the degree of satisfaction. The factor of influence identification will change the degree of identification of member on organization. Therefore, this study will use the view of the emotion of volunteers on nonprofit organization to discuss the influential outcome and the factor with the moderate of identification.
The study shows that the degree of involvement, the frequency of contact, and the tenure of participant have positive effects on identification in the facet of “the interaction between member and organization”; in the facet of “characteristic of organization”, the warmth, organizational reputation, and organization competition have significant and positive influence on identification. Finally, the influence of identification on commitment and perceived performance has been supported as well.
According to the conclusion, this study suggest that　non-profit organization should give volunteer more channels to realize the information of organization’s　activities and enhance the participation of volunteers through holding meeting routinely. Besides, making good working atmosphere and positive evaluation of　organization will benefit the cognition of volunteers. If organization can use the cognition of volunteers and combine the cognition of volunteers and the development of organization, they will help the organization to establish the mission and vision, and then create the high performance of organization.

摘要……………………………………………………………………………………ii
誌謝……………………………………………………………………………………v
目次……………………………………………………………………………………vi
表目錄…………………………………………………………………………………viii
圖目錄…………………………………………………………………………………x
第一章 緒論………………………………………………………………………1
1.1 研究背景與動機……………………………………………………………1
1.2 研究目的……………………………………………………………………3
1.3 研究範圍與對象……………………………………………………………4
1.4 研究流程……………………………………………………………………6
第二章 文獻回顧…………………………………………………………………7
2.1 社群…………………………………………………………………………7
2.2 非營利組織…………………………………………………………………10
2.2.1 非營利組織的定義………………………………………………………10
2.2.2 非營利組織的類型………………………………………………………12
2.3 社群認同……………………………………………………………………14
2.3.1 認同的定義………………………………………………………………14
2.3.2 社群認同的定義…………………………………………………………15
2.4 社群承諾……………………………………………………………………17
2.5 非營利組織之知覺組織績效………………………………………………20
2.5.1 組織績效的概念…………………………………………………………20
2.5.2 非營利組織之組織績效…………………………………………………23
2.6 影響認同的因素……………………………………………………………28
第三章 研究方法…………………………………………………………………38
3.1 研究架構……………………………………………………………………38
3.2 研究假說……………………………………………………………………39
3.2.1 涉入程度與認同之關係…………………………………………………39
3.2.2 接觸頻率與認同之關係…………………………………………………40
3.2.3 參與資歷與認同之關係…………………………………………………42
3.2.4 人群氣氛與認同之關係…………………………………………………42
3.2.5 組織聲譽與認同之關係…………………………………………………43
3.2.6 組織競爭力與認同之關係………………………………………………45
3.2.7 認同與承諾之關係………………………………………………………45
3.2.8 認同與知覺組織績效之關係……………………………………………46
3.3 變數定義與衡量……………………………………………………………47
3.3.1 組織與成員互動關係……………………………………………………47
3.3.2 組織特性…………………………………………………………………49
3.3.3 認同………………………………………………………………………50
3.3.4 承諾………………………………………………………………………51
3.3.5 知覺組織績效……………………………………………………………52
3.4 預試信度與效度分析………………………………………………………53
3.4.1 施測對象…………………………………………………………………53
3.4.2 因素分析…………………………………………………………………54
3.4.3 信度分析…………………………………………………………………60
3.4.4 效度分析…………………………………………………………………61
3.5 資料分析方法………………………………………………………………62
第四章 研究結果…………………………………………………………………64
4.1 敍述性統計分析……………………………………………………………64
4.1.1 樣本結構分析……………………………………………………………64
4.2 因素分析……………………………………………………………………68
4.3 信度與效度分析……………………………………………………………72
4.4 相關分析……………………………………………………………………75
4.5 假設檢定……………………………………………………………………77
4.5.1 組織與成員互動關係對認同影響之檢定………………………………77
4.5.2 組織特性對認同影響之檢定……………………………………………78
4.5.3 認同對承諾影響之檢定…………………………………………………80
4.5.4 認同對知覺組織績效影響之檢定………………………………………80
4.6 研究結果彙整………………………………………………………………81
第五章 研究結論與建議…………………………………………………………85
5.1 研究結論……………………………………………………………………85
5.2 管理意涵……………………………………………………………………87
5.3 研究限制與後續研究建議…………………………………………………90
參考文獻………………………………………………………………………………92
附錄……………………………………………………………………………………104

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