查詢結果分析
來源資料
頁籤選單縮合
| 題 名 | 臺灣地區非營利組織對公益行銷參與障礙之實證研究=The Barrier Model of Participating Cause Marking for Non-Profit Organizations in Taiwan |
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| 作 者 | 盧瑞陽; 余朝權; | 書刊名 | 第三部門學刊 |
| 卷 期 | 10 2008.09[民97.09] |
| 頁 次 | 頁1-34 |
| 分類號 | 546 |
| 關鍵詞 | 公益行銷; 非營利組織; 公益行銷參與障礙; Cause-related marketing; Cause marketing; Nonprofit organization; Participation barriers; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 近年來,由於經濟環境大幅地轉變,企業參與公益活動的情況也因而質量俱 變。雖然企業不樂意以分散或隨興的方式捐贈慈善經費,但卻更注意公益行銷, 其形式也愈趨多樣化。面對企業捐款大幅縮減,以及未來亦不樂觀之情況下,非 營利組織應積極瞭解並積極參與企業所發起的公益行銷,甚至直接促成與企業合 作公益行銷,以確保組織之收入,進而遂行其組織目標。非營利組織參與公益行 銷尚少,深入探討其所面臨之障礙,實有其必要。本研究以教育、醫療衛生、社 會服務與慈善等三類、共104家之非營利組織做為樣本,研究公益行銷之障礙, 得出以下五項結論:一、非營利組織參與公益行銷之障礙可分為四類,依障礙高 低分別為行動障礙、動機障礙、認知障礙、學習障礙;二、非營利組織之參與經 驗愈多與收入愈多,其認知障礙則愈低;參與經驗愈多,行動障礙則愈低;三、 非營利組織與企業之適配性愈高,非營利組織對公益行銷之參與障礙愈低;四、 諮詢者之介入可降低參與公益行銷之行動障礙,但諮詢者之特性則與公益行銷障 礙無顯著關係;五、非營利組織之「參與意願」較高者,則四項知覺障礙顯著較 低。 |
| 英文摘要 | Due to economic recession and environmental fluctuation, corporate philanthropy is declining in recent years. While companies were becoming reluctant to give charities, cause marketing (cause-related marketing) practices had got more attention in business world. Facing the drastic decrease in donations, the not-forprofit organizations (NPOs) need to take a positive attitude toward participating in cause marketing initiated by corporations. Since the NPOs are still rarely participate in cause marketing, it is necessary to explore the barriers that are faced by the NPOs. Using 104 NPOs as samples, this research has reached some interesting conclusions. First, the barriers of participating in cause marketing have many forms. Four factors were found through factor analysis; they are behavior barriers, motivation barriers, cognitive barriers and learning barriers. Second, the barriers are related to some characteristics of NPOs, including experiences and total income. Third, the fit between NPOs and initiating firms are significantly related to cause marketing barriers. The fit between NPOs and initiating firms are higher, the lower the barriers. Fourth, the intervention of consultants or advisors has significant effect on lowering the barriers. Fifth, willingness to participate is negatively related to the barriers. |
本系統中英文摘要資訊取自各篇刊載內容。