頁籤選單縮合
題 名 | 運動組織公共關係成效評估:質化取向之檢驗=The Evaluation of Public Relations Effectiveness on Sports Organizations: A Qualitative Examination |
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作 者 | 徐偉庭; 葉公鼎; 吳國銑; | 書刊名 | 臺灣體育運動管理學報 |
卷 期 | 11:4 2011.12[民100.12] |
頁 次 | 頁281-295 |
分類號 | 528.927 |
關鍵詞 | 公關; 運動產業; 紮根理論; 訪談; Public relations; Sport industry; Grounded theory; Interview; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以Hon的公共關係成效評估模式為基礎,藉由訪談法瞭解國內運動組織公共關係之成效評估情形。本研究以滾雪球法 (snowball sampling)進行取樣,共訪談13位運動組織專業人員,組織類型則涵蓋職業運動組織、業餘運動組織、運動相關營利組織、以及運動相關推廣組織。資料分析與結果呈現係遵循紮根理論(grounded theory)之典範。研究結果顯示,運動組織公共關係成效評估共有108個意義單元,並可發展出9個低階主題,其中,依照本研究所參照之理論架構,「增加收益」、「增加媒體曝光」與「建立正面形象」可發展出高階主題「公共關係目標」;「直接關係」與「間接關係」可發展出高階主題「公共關係目標與組織目標之連結」;「檢視群眾成果」、「檢視贊助與補助」、「檢視媒體曝光程度」與「憑感覺」可發展出高階主題「公共關係成效評估方式」。本研究之結果雖可得到過去諸多文獻的支持,但未來仍須再進行一系列的檢驗與修正,以期建立出一個穩定且適用於國內運動組織的模式。 |
英文摘要 | This study is based on the model of public relations effectiveness designed by Hon and uses a qualitative interview approach to identify methods for evaluating public relations effectiveness in Taiwanese sports organizations. Snowball sampling identified 13 sports practitioners involved in the following activities: professional sport organizations, amateur sport organizations, sport related profit organizations, and sport related promoting organizations. These practitioners were interviewed. Grounded theory informs data analysis and results demonstration. Results indicate that 108 meaningful units are present in the evaluation of public relations effectiveness, and nine sub-themes were developed from these units. According to grounded theory, "profit increase," "media coverage increase," and "positive figure establishment" develop the higher theme of "the goal of public relations." "Direct relations" and "indirect relations" develop the higher theme of "connections between the goal of public relations and the organization." "Outcomes of public examination," "sponsor examination," "media coverage examination," and "perception" develop the higher theme of "the evaluation method of public relations effects." Although results support this study's conclusions, future studies should examine and modify this study to establish a stable evaluation model suitable for Taiwanese sports organizations. |
本系統中英文摘要資訊取自各篇刊載內容。