組織識別系統（CIS）在非營利組織應用之探索性研究－以勵馨基金會南區辦事處為例

近年來由於環境快速變遷、社會價值多元化、經濟發展迅速，社會資源日增，以及社會結構的快速轉換，民眾對社會福利的需求也越來越顯著，但在福利需求上升及財政收入緊縮的背景下，單是依賴政府提供有限的社會福利服務，已難以滿足社會大眾在福利上之各種需求，因此有許多地方需要非營利組織之援手。在此情況下的非營利組織將代表著重要的地位，而在福利多元化的觀念底下，目前全國的社會福利慈善基金會已高達645家，如此百家爭鳴的狀態，是否每個非營利組織皆有著良好的運作，以及非營利組織如何突顯自己本身的特質以及如何行銷本身的優勢也成為值得探討的議題，因此本研究也欲以非營利組織為中心，並檢視非營利組織本身的組織識別系統是否有達到預期之功效。　　本研究為橫斷式之量化研究，使用結構式問卷來蒐集資料，問卷共有89題，其中包含對組織識別系統（CIS）的「基本認知」、「規劃認知」以及「現況認知」三大部分，並在之後探討勵馨基金會南區辦事處其組織識別系統（CIS）的實施績效及成員滿意度，而問卷分別經過專家效度檢定、預試及信度估計，以確保問卷的信、效度。問卷蒐集完成之後，再運用SPSS18.0 for windows(中文版)之套裝軟體，進行變項之敘述性統計、相關分析及變異數分析。　　本研究是以勵馨基金會南區辦事處為母群體，並蒐集了70個有效樣本，而受訪者的基本資料包括「組織角色」、「服務地點」以及「服務年資」等三種變項，經統計分析結果發現，三變項皆不會影響其對組織識別系統（CIS）的基本認知。而在組織識別系統（CIS）的規劃認知中發現，機構成員較著重在能讓社會大眾更瞭解其機構的本位及特質，但並不會期待能對於機構內部管理產生影響。最後在組織識別系統（CIS）的現況認知中，可發現「組織角色」間，職員及志工間的認知結果差異甚大，而在「服務地點」中，高雄服務中心的分數是相對較低的。因此本研究建議除了可以提升非營利組織有關於組織識別系統（CIS）的觀念外，還希望能探討組織識別系統（CIS）對於志工的重要性。

關鍵字

組織識別系統；非營利組織

並列摘要

In recent years, because of rapid changes in the environment, the plural social values, rapid economic development, social resources increase, and the rapid transformation of social structure, people on social welfare needs are more and more significant. But in the context of rising welfare needs and revenue crunch, the community has been very difficult to meet the needs of the various welfare by offering limited social welfare services ,so there are many areas that need nonprofit organizations' help. In this case, the non-profit organizations will represent an important position, and the concept of welfare pluralism, the current national social welfare charitable fund have up to 645. Contending that the state, whether each non-profit organization has a good all works and how non-profit organizations to highlight their own qualities, and how the advantages of marketing itself has become a topic worth exploring. In this study, trying to use non-profit organization as the center, and view the non-profit organization's own identity system whether have to achieve the desired effect. This cross-sectional study of quantitative research, using a structured questionnaire to collect data, the questionnaire a total of 89 questions, which contains "basic knowledge," "plan recognition," and " cognitive status " three parts on Corporate Identification System (CIS) , and explore the Garden of Hope Foundation, Southern Regional Office of its performance and member satisfaction. The questionnaire, respectively, after expert verification, pilot study and reliability estimation, to ensure questionnaire reliability and validity. After collecting completed questionnaires, Statistical analysis software, SPSS18.0, was utilized for data analysis. Descriptive statistics, correlation analysis and analysis of variance, were used to identify key factors. The study is based the Garden of Hope Foundation, Southern Regional Office for the population, and has collected 70 valid samples. The basic information about respondents, including “organizational role”, “service location” and “years of service”, three kinds of variables. By statistical analysis found that three variables are not affected its basic knowledge in Corporate Identification System (CIS). The "plan recognition" in Corporate Identification System (CIS) found that agency members emphasize that make the public a better understand of institution position and characteristics, but does not expect to have an impact for the internal management. Finally, the cognitive status in Corporate Identification System (CIS) can found that the cognition about "organizational role" between staff and volunteers are very different. On the "service location", the score of Kaohsiung service center is relatively low. Therefore, this study suggests that in addition to raise the concept of non-profit organizations on Corporate Identification System (CIS), also expect to research the importance for volunteers on Corporate Identification System (CIS) .