行銷策略對組織承諾與社會價值之影響：以國際同濟會台灣總會為例

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Title:	行銷策略對組織承諾與社會價值之影響：以國際同濟會台灣總會為例 The Impact of Marketing Strategies on Organizational Commitment and Social Value: A Case Study of the Taiwan District of Kiwanis International
Authors:	丘培儷 CHIU, PEI-LI
Contributors:	經營管理學系碩士在職專班
Keywords:	非營利組織;社會行銷;內部行銷;組織承諾;轉型領導;社會價值 non-profit organizations;social marketing;internal marketing;organizational commitment;transformation leadership;social value
Date:	2020
Issue Date:	2022-12-19 02:47:33 (UTC+0)
Publisher:	亞洲大學
Abstract:	本研究主要目的在於探討非營利組織之社會行銷、內部行銷、組織承諾、轉型領導與社會價值之間的關係，比較國際同濟會台灣總會會員對社會行銷、內部行銷、組織承諾、轉型領導與社會價值是否有所差異，及社會行銷、內部行銷、組織承諾、轉型領導與社會價值是否具有相關性及預測力。本研究以擔任過國際同濟會台灣總會各會歷屆會長為研究對象，以「社會行銷」、「內部行銷」「組織承諾」、「轉型領導」及「社會價值」量表為研究工具，以描述性統計、常態檢定、相關分析、因素分析、路徑分析等統計方式進行分析；結果如下：社會行銷對內部行銷、組織承諾、轉型領導、社會價值均呈現顯著正相關；內部行銷對組織承諾、轉型領導、社會價值亦均呈現顯著正相關；組織承諾對轉型領導、社會價值均呈現顯著正相關；最後，轉型領導對社會價值亦呈現顯著正相關。研究發現內部行銷可以顯著地提高組織承諾，亦發現組織承諾可以顯著地提高同濟會的社會價值，藉由分析結果提出研究發現及建議，研究結果亦可作為非營利組織社團經營管理之參考。 The main purpose of this study is to explore the relationship between social marketing, internal marketing, organizational commitment, transformational leadershipand social value of nonprofit organizations, and to compare the social marketing, internal marketing, organizational commitment, transformational leadership andWhether there are differences in social value, and whether social marketing, internal marketing, organizational commitment, transformation leadership and social value arerelevant and predictive. This research takes the past presidents of the Tongji Association of Taiwan as the research object, and uses the "social marketing", "internal marketing", "organizational commitment", "transformation leadership" and "social value" scales as the research tools. Statistical methods such as descriptive statistics, normal verification, correlation analysis, factor analysis, path analysis, etc. enter intothe analysis, The results are as follows: Social marketing has a significant positive correlation with internal marketing, organizational commitment, transformationleadership, and social value. Internal marketing also has a significant positive correlation with organizational commitment, transformation leadership, and socialvalue. Organizational commitment has a significant positive correlation with transformational leadership and social value. Finally, transformational leaders have asignificant positive correlation with social value. The study found that internal marketing can significantly improve organizational commitment, and also found thatorganizational commitment can significantly increase Tongji’s social value. Based on the analysis results, through the analysis results, the research findings and suggestions are proposed, and the research results can also be used as a reference for the management of non-profit organizations.
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