非營利組織品牌性格對一般民眾知覺價值和奉獻態度之影響

The effect of Non-profit Organization’s Brand Personality to Population's Perceived Value and Contribute Attitude

鍾易翰(I-han Choung)

指導教授 ： 黃曼琴

淡江大學/管理學院/企業管理學系碩士班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00769

摘要

論文內容提要:

非營利組織近幾年來蓬勃發展，根據台灣公益資訊中心2003年統計，全台大約有4502家非營利組織，對整個社會而言，除了提供傳統的公益慈善服務之外，對於社會整體的資源分配不均問題也予以調解。

非營利組織為了獲取足夠的資源，許多非營利組織開始採用行銷策略，建立良好品牌形象，在多變的現代社會，許多被重視的品牌觀念已經不能完全用來解釋消費者的行為，各大企業漸漸將對品牌重視的聚焦於品牌性格上，此外許多研究發現知覺價值是研究消費者行為不可或缺的因素。相對於消費者對於企業的重要性，一般民眾對於非營利組織的亦有其重要性，故本研究將探討非營利組織品牌性格是否影響民眾所感受的知覺價值，並進一步探討民眾的知覺價值是否影響民眾對非營利組織的奉獻態度。另外,許多研究指出消費者的知覺價值受到個人特質的影響，但較少有人針對一般民眾對非營利組織的知覺價值和其個人特質做研究，故此為本論文的研究重點之一。

在此研究動機推動下，本研究發現以下結論：
1.非營利組織可致力於發展品牌性格以提升一般民眾的知覺價值和奉獻態度
2.一般民眾知覺價值確實對其奉獻態度有正面影響
3.非營利組織衡量民眾知覺價值對奉獻態度的影響時，需考慮民眾的人格特質

關鍵字

非營利組織 ； 品牌性格 ； 知覺價值 ； 奉獻態度 ； 個人特質

並列摘要

In recent years, non-profit organization has been growing vigorously. According to the Public Welfare information center of Taiwan’s report in 2003, there are around 4502 Non-profit organization. In addition to providing traditional public welfare charitable service, Non-profit organization also adjust the question of resource allocation for the entire society.

Order to get more resources, lots of Non-profit organization has been started to adopt the marketing strategy to build the well brand image. Recently, lots of brand ideas which were emphasized before, has already can’t explaining the behavior of consumer completely, Each big enterprise has been gradually to focus on brand personality. In addition, Many of studies has discovered that perceived value is indispensable for researching on consumer behavior. Opposite to the consumer’s importance to enterprise, common populace are also important to Non-profit organization, therefore, the purpose of this study is to discuss whether the brand personality of Non-profit organization will affect population's perceived value or not, also, discuss whether the population’s perceive value will affect Population’s contribute attitude to the non-profit organization or not. Moreover, Many of studies has pointed out that consumer’s perceived value will be affected by personality traits, but there were few studies which focused on populace’s perceive value to the Non-profit organization and personality traits, so that’s one of the point of this study.

Conclusion and impications：
1.Non-profit organization can aim for developing brand personality to rise up populace’s perceive value and contribute attitude.
2.Populace’s perceive can affect the contribute attitude positively.
3.When Non-profit organization weigh the affect of populace’s perceive value to contribute attitude, it’s necessary to consider populace’s personality traits.

並列關鍵字

Non-profit organization ； brand personality ； Perceived Value ； Contribute Attitude

參考文獻

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