非營利組織中志工特質、內部行銷與組織績效關聯性之研究 －以高雄縣湖內鄉社區為例

A Research of Nonprofit Organization on Relationship among　Volunteer traits , Internal Marketing and Organization Performance－A Case of Society in Kaohsiung County Hunei Township

林建智(Chien-Chih Lin)

指導教授 ： 曾信超 ； 顏義文

長榮大學/管理學院/經營管理研究所(博)/碩士(2007年)

https://doi.org/10.6833/CJCU.2007.00074

摘要

政府自民國82年開始推動社區總體營造，歷經十餘年發展，社區志工的推動及參與，更促使社區業務蓬勃發展，民間社會活動及政府積極推展，非營利組織之各項活動促使公共意識、公共議題逐漸受到重視，甚且無形中左右政府之施政，非營利組織發展已成為主流。對非營利組織的志工推動及發展研究發現，針對志工特質予以分析及善用，以吸引更多人士加入志工行列，進而透過公私部門兩相合作使社區總體營造活動不斷地成長，營造社會和諧及人民對政策的支持。
本研究以「志工特質、內部行銷、組織績效」為變項，配合非營利組織實際參與推動實務，探討實際參與社區總體營造之社區，在志工特質、內部行銷、組織績效間之關聯性。本研究採問卷調查法，以高雄縣湖內鄉參與社區總體營造社區及社團之組織成員為研究對象，有效問卷回收率為69﹪（寄發問卷620份，有效問卷427份），經由資料統計分析過程，整理歸納後，本研究發現：
一、志工特質對組織績效有顯著的正相關。
二、內部行銷對組織績效有顯著的正相關。
三、志工特質與內部行銷有顯著的正相關。。
四、不同的社區成員組成特性在志工特質、內部行銷與組織績效的表現上有顯著差異，部份成立。
社區總體營造是政府相關部門積極推動的重要項目之一，透過非營利組織的運作，喚醒社區居民公共意識、重視及參與公共議題，進而改善社區生活品質，建構一個和諧、健康又環保適宜人居的理想社會，以達成非營利組織及政府的共同使命。

關鍵字

非營利組織 ； 志工特質 ； 內部行銷 ； 組織績效

並列摘要

The government from 1993 starts to impel the toal community construction, it has been through repeatedly more than ten year development, the community will volunteer impetus and the participation, urges the community service vigorous development, the folk social activity and the government positively promote, the NPO （Nonprofit Organization）each activity urges the public consciousness, the public subject gradually to receive takes, really also imperceptibly about administration the government, the NPO develops has become the mainstream.
To NPO will volunteer impetus and the development research discovery, analyzes in view of the will labor volunteer traits and friendly uses, attracts more public figures to join the will volunteer ranks, attracts more public figures to join the will volunteer ranks, then the penetration public and private department two cooperates causes the community overall to build the activity unceasingly to grow, builds the social harmony and the people to the policy support.
Taking “volunteer traits, internal marketing, organization performance” as variables, and combining with the NPO operational management practices. This research discusses the relevance of those communities which participate in total community construction in volunteer traits, internal marketing and organization performance. Adopted the means of questionnaires, taken the NPO members in Tainan County which participate in total community construction and league as research object, it issued total 620 questionnaires among which 427 were returned, accounting for 69%. This research finds the following results:
1.The volunteer traits has apparently positive correlation on the organization performance.
2.The internal marketing has apparently positive correlation on the organization performance.
3.The volunteer traits has apparently positive correlation on the internal marketing.
4.There are partial significant differences on the volunteer, the internal and the organizational performance on different community member variables.

Total community construction is one of the work projects that the related Taiwan governments actively promote. It is every Taiwanese’s responsibility and obligation to cohere with community resident’s awareness, reinstate community ethic, improve quality of community environment and construct a new society characterized by luckiness, health, care and environmental protection. It is expected that the leaders of the NGO can strengthen community volunteer’s internal marketing, create volunteer’s job achievement satisfaction and coherence force to achieve the mission of the NGO.

並列關鍵字

Nonprofit organization ； Volunteer Traits ； Internal Marketing ； Organization Performance

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