慈濟志工對體驗慈善志業服務、心理 反應與忠誠度關係之研究

A Study on the Relationship among Experiencing Charity Volunteer Service,the Mental Relation, and the Loyalty in the Tzu Chi Volunteers

彭國恩(Kuo-En Peng)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2006年)

摘要

體驗是無法觸摸的，但是可以分享與流傳，雖然感受體驗的剎那，時空已成為往事，但是烙印在體驗者心中的感受卻是可以長久流傳的。體驗是鼓勵人要身歷其境，親身去感覺那種情境，否則光憑相片、媒體的報導傳播，感覺就不那麼親切、深入。翻閱相關體驗的研究，目前研究的範圍大部分侷限於商業及服務業的領域，體驗探討在非營利組織的文獻可說是相當缺乏，因此如何運用服務業及商業的體驗，來延伸探討非營利組織慈善團體志工的體驗，並結合其內心深層心理反應、體驗滿意度、信任與忠誠度之關係，呈現一個完整的從體驗到忠誠的過程，期望能增添學術洞察力與給予慈善團體有效的建議。
為了驗證本研究所提出之架構與發展之假設，將透過問卷發放及線性結構關係來探討。由於非營利組織包含的範圍很廣，因此鎖定慈善團體為研究方向，而慈濟又是慈善團體中的模範，故以慈濟的志工作為此本研究之探討對象，以期本樣本更具代表性。因此共發放400份之學術問卷，有效問卷為377份，在各項衡量指標達到標準之後，本研究使用AMOS 5.0統計工具針對研究假設與因果模式等方面之進行實證分析與探討。
本研究實證分析結果為：
1.將非營利組織各項體驗形式結合心理反應、體驗滿意度、信任及忠誠度相連結，證實非營利組織慈善團體志工對慈善志業體驗透過內心深層反應後，會進一步對志業服務體驗滿意度、信任與忠誠度有正向關係。
2.志工對於各項慈善志業服務的思考體驗及情感體驗結果感受程度最高。
3.心理反應在非營利組織慈善團體志工對慈善志業體驗裡扮演重要的中介效果。
4.非營利組織慈善團體志工對慈善志業體驗滿意無法直接影響對慈善團體的忠誠，必須經由信任間接影響忠誠。

關鍵字

體驗行銷 ； 志工 ； 情緒 ； 態度 ； 信任 ； 滿意度 ； 忠誠度

並列摘要

Experience is untouchable, but it can be shared and passed down. Although it has become the past the moment that we feel and experience, the feeling burned in the hearts of those who experienced can be succeeded eternally. The meaning of experience is encouraging people to appreciate the real situation and to feel that circumstance in person. Otherwise, our feeling would not be that familiar and deep if we perceive the facts simply according to the pictures and the coverage from the media. If we review relevant researches concerning experience, it’s obvious that the scopes of those researches were largely limited to the fields of enterprises and service industries. And the literatures discussing about the experience in non-profit organizations are quite scant. Thus, this study aims to find out how to utilize the experience of enterprises and service industries to further discuss the experience of the volunteers in non-profit charity organizations. Moreover, this study also aims to combine the deep mental reaction, experience satisfaction, and the relationship between trust and loyalty to present a complete process from experience to loyalty, hoping to strengthen the ability of academic perception and to provide charity organizations with feasible suggestions.
In order to verify the hypothesis of construction and development suggested in this study, the methods of questionnaire and the linear construction relationship were adopted. Due to the vast scope of non-profit organizations, this study focuses on charity organizations. And since the Tzu Chi Foundation is the model of the charity organizations, in hopes of picking more representative samples, this study take the volunteers in Tzu Chi as the research target. 377 copies of valid questionnaires out of 400 copies of academic questionnaires were collected. After each evaluation index reaches standard, this study adopts the statistic tool of AMOS 5.0 to conduct empirical analysis and to make discussions towards the aspects of research hypothesis, causality modes, etc.
The results of the empirical analysis conducted in this study are: 1. It is verified that the non-profit organization volunteers have further positive development in trust, loyalty, and the satisfaction of service experience of volunteer works, after they have their experiences gone through the deep mental reaction. 2. Volunteers have the highest perceiving degree towards the emotional experience results as well as the thinking and experience of charity volunteer works. 3. Psychological reactions have a significant medium effect in non-profit charity organization volunteers’ experience of charity works. 4. Non-profit charity organization volunteers’ satisfaction towards the experience of charity works is unable to directly affect their loyalty towards the charity groups, it must be indirectly affected through trust.

並列關鍵字

Experience Marketing ； Volunteer ； Emotion ； Attitude ； Trust ； Satisfaction ； Loyalty

參考文獻

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