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研究生:王秋香
論文名稱:非營利組織會員入會意圖因素探討- 以中華民國工商協進會為例
論文名稱(外文):The Study on the Intention Factors to be an Effective Member-Take the Example of the CNAIC
指導教授:李慕真李慕真引用關係
指導教授(外文):Lee, Mu-Chen
口試委員:倪仁禧黃國光
口試日期:2022-06-10
學位類別:碩士
校院名稱:致理科技大學
系所名稱:企業管理系服務業經營管理碩士班(含碩士在職專班)
學門:民生學門
學類:其他民生學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:75
中文關鍵詞:非營利組織品牌形象行為意圖
外文關鍵詞:Non-profit OrganizationBrand ImageBehavior Intention
相關次數:
  • 被引用被引用:2
  • 點閱點閱:143
  • 評分評分:
  • 下載下載:10
  • 收藏至我的研究室書目清單書目收藏:0
經濟型非營利組織兼具政府與民間溝通的橋樑和國際雙邊經貿合作的重要管道,在社會和經濟的發展上,扮演著關鍵性的角色。在需求的推動下,非營利組織的數量每年不斷地增加,經費來源與服務客群已經受到威脅;為了貫徹使命及永續發展,在營運策略上也需要以市場導向為考量,才能爭取更多生存的空間。在消費行為決策上,品牌形象是重要的參考依據,也是激發個人消費行為意圖的關鍵因素。品牌形象可作為擴大會員基礎,贏得市場優勢的策略工具。
本研究以品牌形象作為探討非營利組織會員入會意圖之因素,以隨機抽樣,對中小企業進行網路問卷調查,總共回收382份有效樣本。研究結果:1.不同行業別的中小企業對品牌形象有顯著差異;2.整體品牌形象對入會意圖有顯著正向影響;3.品牌功能性形象對入會意圖有顯著正向影響;4.迴歸分析顯示,品牌形象與品牌功能性形象對入會意圖分別具有47.5%、48.3%的解釋力。綜合研究結果建議:透過官方網站增加會員曝光度(品牌功能性形象)和提供符合組織承諾的服務項目,得以取得會員信任與支持(品牌象徵性形象)。
Economical non-profit organizations play the intermediary role between government and their own industry members and can also be supporters to their mother countries to gain the best benefits on international bilateral economic and trade cooperation events. In addition, economic non-profit organizations are important in promoting social and economic development. More and more non-profit organizations have been established based on strong market demand. However, most Non-profit organizations face insufficient financial support from limited corporate members. Therefore, non-profit organization should take market-oriented factors into their operation strategies for sustainable development. Brand image is critical in consumer’s behavior in decision making and initiation of consumption intention. This study considers that image brand can be regarded as a strategic factor to recruit more members and achieve competitive advantage.
This research studies the effects of brand image on people’s intention of becoming members of non-profit organizations. Random sampling method is used to collect 382 valid small and medium enterprise samples through internet. This research concludes four facts as below. First, brand image could result in different effects among different industries.; Secondly, overall brand image can positively influence the intention of becoming membership for Small and Medium Enterprise members. Thirdly, the functionality of brand image can positive initiate the intention to become a member. At last, brand image and brand functionality shows 47.5% and 48.3% of explanation power respectively to intention of gaining membership. This study recommends that economical non-profit organizations should increase membership visibility in the official site and provide moderate service contents as committed to win members’ trust and supports.
誌謝 I
中文論文摘要 II
ABSTRACT III
表目錄 VII
圖目錄 IX
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 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 非營利組織 6
第二節 中華民國工商協進會 7
第三節 品牌形象在非營利組織的作用 11
第四節 品牌形象與行為意圖 13
第三章 研究設計 23
第一節 研究架構 23
第二節 研究方法 25
第三節 預試 28
第四節 資料處理 30
第四章 研究分析與結果 34
第一節 敘述性統計分析 34
第二節 推論統計分析 41
第三節 研究結果 47
第五章 貢獻與建議 51
參考文獻 53
附錄 62
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