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    题名: 志工參與工作假期的體驗與滿意度對組織認同之研究
    作者: 陳建廷
    Chen, Chien Ting
    贡献者: 樓永堅
    陳建廷
    Chen, Chien Ting
    关键词: 體驗行銷
    非營利組織
    工作假期
    志工─組織認同
    持續參與志工意願
    日期: 2010
    上传时间: 2011-09-29 16:31:46 (UTC+8)
    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。
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    三、網路資料
    台灣非營利組織研究網（2011），http://npo.nccu.edu.tw/。
    台灣環境資訊協會（2011），http://www.e-info.org.tw/。
    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。
    描述: 碩士
    國立政治大學
    企業管理研究所
    98355053
    99
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0098355053
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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