廣告從業人員工作動機、領導與離職傾向的關聯性探討

A Correlation Study on Leadership, Work motivation, and Resignation-intention for Advertising Practitioners

薛麗雪(Li-Hsueh Hsueh)

指導教授 ： 楊烽正

國立臺灣大學/工學院/工業工程學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.10105

摘要

我們透過收集問卷進行統計分析，首先透過因素分析，將問卷中的31個問項維度縮減為四個因素，分別是領導能力、內在激勵、外在保健及離職傾向，再透過因素得分進行獨立樣本T檢定、單因子變異數分析及迴歸分析。我們得到以下結論:
1.未婚的廣告從業人員對離職傾向比已婚的廣告從業人員較為重視。
2.業務部門的廣告從業人員比行銷部門對離職傾向較為重視，創意部門的廣告從業人員也比行銷部門對離職傾向較為重視。
3.離職傾向與外在保健、內在激勵、領導能力有顯著負相關；外在保健、內在激勵與領導能力有顯著正相關。
4.透過迴歸分析得知，當「外在保健」程度愈高，離職傾向就會越低，且外在保健的影響程度大於其他變數。

總之，廣告從業人員本身，每天喜歡接觸不同的人、事、物與環境，從中透過觀察去做反向、轉換與組合，讓創意源源不絕。

關鍵字

廣告業 ； 工作動機 ； 領導 ； 離職傾向

並列摘要

A general survey has been conducted covering 31 different aspects in association with the resignation intention of the advertising practitioners. Four key factors have been identified from the survey that significantly inference the resignation intension: leadership, intrinsic motivation, extrinsic health, and turnover intention. Based on the scores of the four factors, independent sample T-test, ANOVA, and regression analysis are conducted to correlate these factors. Results indicate that
1 . Uunmarried advertising practitioners have a stronger turnover intention than married .
2. Business advertising practitioners have a stronger turnover intention than the marketing department :, while, creative department exerts a stronger turnover intention than the marketing department.
3. Factors of turnover intention , external health, intrinsic motivation, and leadership, have a significant negative correlation; while factors including external care, intrinsic motivation and leadership have a significant positive correlation.
4 . A regression analysis showed that, "a higher level of external care," yields a lower impact on turnover intention and external health.

In general, advertising practitioners are fond of contacting with different people, things, and environment. They concentrate and concern much on their creativity work while external factors do more or less influence their turnover intension..

並列關鍵字

advertising ； work motivation ； leadership ； turnover intention

參考文獻

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