九三軍人節系列活動對國軍形象認知影響之研究—以海軍官兵為例

政府機關與民間企業最常透過媒體行銷及公關活動方式來塑建形象，而國防部對於軍人形象的塑建，在和平時期透過救災、水庫清淤、捐血、營區開放、愛民服務、廣告企製、國軍形象劇、媒體申（邀）訪以及各項公關活動，來提高軍人在社會的地位及提升國軍整體形象。國防部自105年迄今仍在辦理「九三軍人節」系列活動，是歷年來少見之大規模且具指標性的活動。對海軍而言，系列活動中的職棒開球、嘉年華及穿軍服‧讚等3項活動，是官兵較常參與及支援的活動，因此，本研究欲探討海軍官兵對於國防部辦理「九三軍人節」系列活動的認知，對其國軍形象的認知之關聯性。本研究以問卷調查法進行研究，並以海軍左營軍區艦隊指揮部所屬官兵為問卷調查對象，並採便利取樣以及網路問卷方式。問卷共計回收286份，經剔除不完整之無效問卷，總獲得有效問卷283份，並以SPSS統計軟體進行資料處理以及分析以驗證面研究所提之相關性假設（敘述性統計分析、信效度分析、獨立t檢定、單因子變異數分析、線性回歸等）。研究得到以下結果並提供相關單位推行政策參考：一、不同背景的士官兵在九三軍人節系列活動認知上有顯著差異。二、不同背景的士官兵在國軍形象認知上有顯著差異。三、士官兵的活動認知對國軍形象的認知有正向且顯著的影響。

關鍵字

九三軍人節；公關活動；國軍形象；認知；海軍

並列摘要

Government agencies and private enterprises often build their image through media marketing and public relations activities, while the Ministry of National Defense(MND) builds the image of soldiers in peacetime through disaster relief, reservoir dredging, blood donation, base opening, caring for the people, advertising, image drama, media application (invitation) and various public relations activities to improve the social status of military service members in society and enhance the overall image of the armed forces. MND had been holding up events such as September 3rd Armed Forces Day series-events, a large-scaled and indicative event. For navy, “kicking off baseball games”, “military carnival” and “so good to be in the uniforms” are events it’s service members usually taking part in and support. Thus, this research look into how navy service members think of the series-events and the correlation to the cognition on the image of the armed Forces. In this research, the questionnaire survey method was used on both officer and enlisted subordinates of the Navy Fleet Command in Zuoying. Through the methods of convenience sampling and online questionnaires, A total of 286 questionnaires were recovered. After eliminating the incomplete and invalid questionnaires, a total of 283 valid questionnaires were obtained, and analyzed with the SPSS statistical software, verifying the correlation of the hypothesis proposed in this study (narrative statistical analysis, reliability and validity analysis, independent t-test, one-way ANOVA, linear regression, etc.). This research comes to the following results and policy references as such: 1.Officers and soldiers from different backgrounds have significant differences in cognition of the September 3rd Armed Forces Day series-events. 2.Officers and soldiers with different backgrounds have significant differences in the cognition of the image of the Armed Forces. 3.The cognition of the enlisted to the series-events has a positive and significant impact on the cognition of the image of the Armed Forces.