The Influence of Corporate Culture Type and Public Relations Strategy on Organizational Performance

本研究旨在探討企業文化類型與公共關係策略與組織績效的影響。以台灣500大企業為研究對象，透過電子郵件、郵寄問卷及親自拜訪等三種方式蒐集初級資料。共發出491份問卷，回收有效樣本426份，有效問卷回收率為86.76%。採用迴歸分析檢定研究假說，結果發現(1)企業文化類型對公共關係策略有顯著的正向影響，獲得部分支持，(2)企業文化類型對組織績效有顯著的正向影響，獲得部分支持，(3)公共關係策略對組織績效有顯著的正向影響，獲得部分支持，(4)公共關係策略在企業文化類型與組織績效間扮演中介角色，獲得支持。

關鍵字

企業文化類型；公共關係策略；組織績效

並列摘要

The main purpose of this study is to explore the influence of corporate culture type and public relations strategy on organizational performance. The samples were obtained from the top 500 corporations in Taiwan. E-mail, regular mail, and personal interviews were used to collect primary data. A total of 491 questionnaires were distributed, and 426 valid questionnaires were collected. Regression analysis was used to test the hypotheses. After testing, the findings were listed as: (1) Corporate culture type has a significantly positive effect on public relations strategy was partially supported. (2) Corporate culture type has a significantly positive effect on organizational performance was partially supported. (3) Public relations strategy has a significantly positive effect on organizational performance were partially supported. (4) Public relations strategy play a mediating effect between corporate culture type and organizational performance was supported.

並列關鍵字

Corporate Culture Type ； Public Relations Strategy ； Organizational Performance

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