運動志工之組織承諾與組織公民行為之探討 -以內部行銷為調節變項

本研究旨在探討研究運動志工知覺組織內部行銷之成效，進而深入瞭解運動志工在內部行銷、組織承諾與組織公民行為之現況，以及三個變項間相互影響的情形。以目前參與中華民國大專體育總會校園媒體志工、學校體育志工及教育部體育署ｉ運動大使志工團為研究對象進行問卷調查。於2019年 3月至4月，採用網路問卷和紙本問卷同時進行，共收回371份有效問卷，以描述性統計、皮爾森積差相關、階層迴歸分析進行資料處理，研究發現如下：ㄧ、運動志工年齡多集中於20歲至29歲和50歲以上，年資分佈範圍大，以過去曾有擔任志工經驗且平時有運動習慣者為多數，顯示本研究運動志工背景來源廣泛。二、運動志工在知覺內部行銷與組織公民行為評價皆介於「符合/同意」到「非常符合/非常同意」之間，組織承諾評價則介於「普通」到「非常符合」，顯示志工在此三方面感受良好。三、內部行銷、組織承諾及組織公民行為間呈高度相關，顯示三者具有顯著關聯性。四、運動志工知覺內部行銷對組織承諾與組織公民行為的關係具有顯著調節效果，當運動志工知覺內部行銷高時，可強化組織承諾對組織公民行為的影響；當知覺內部行銷較低時，組織承諾所扮演的角色就格外重要，若能有效提升組織承諾，同樣可促進志工展現更多的組織公民行為。基此，建議未來在運動志工的培訓與管理上，應透過內部行銷策略作更縝密的規劃與執行，以提升志工對組織的認同感，進而讓運動相關活動的志願服務品質能不斷進步永續發展，發揮綜效。

關鍵字

志願服務；人力資源管理；組織認同；教育訓練

並列摘要

The objective of this study is to investigate the perception of sports volunteers on internal marketing within an organization, in order to examine the how sports volunteers currently view internal marketing and exhibit organizational commitment and organizational citizenship behavior. The researchers also seek to explore the correlation between these three variables. A questionnaire survey was conducted on volunteers in the Student Sports Union of the Chinese Taipei University Sports Federation, school sports volunteers, as well as community sports volunteers under the Sports Administration of the Ministry of Education. The survey was conducted using both online soft copies and offline hard copies of the questionnaire from March 2019 to April 2019. A total of 317 valid questionnaires was collected. The questionnaire data was analyzed using descriptive statistics, Pearson’s Correlation Coefficient, and Hierarchical Regression Analysis. Below are the findings of this study: 1. In terms of age, the data reveals a wide range, with most volunteers either being between the ages of 20 to 29, or above 50. The majority of sports volunteers surveyed are people who have had experience in volunteering for sports events and have made sports part of their lives. The data shows that the volunteers surveyed come from a diverse background. 2. In terms of internal marketing and organizational citizenship behavior, all responses fall between "Agree" and "Strongly Agree"; in terms of organizational commitment, the responses vary between "Neutral" and "Strongly Agree". The data shows that these three areas are viewed favorably by the sports volunteers surveyed. 3. There is a strong correlation between internal marketing, organizational commitment, and organizational citizenship behavior, with the correlation being statistically significant. 4. The perception of internal marketing by sports volunteers is a significant moderating factor on the correlation between organizational commitment and organizational citizenship behavior. When sports volunteers view internal marketing favorably, the impact of organizational commitment on organizational citizenship behavior is strengthened. When sports volunteers do not view internal marketing favorably, it becomes even more crucial to step up efforts on enhancing organizational commitment - if organizational commitment can be strengthened effectively, it can motivate volunteers to display more organizational citizenship behavior. Hence, the researchers propose that future training and management of sports volunteers include a more deliberate planning and execution of internal marketing strategies, so as to inculcate a stronger sense of identification with the organization among the volunteers. This way, the quality of volunteer service in sports related activities could continually improve and provide synergy to the sports industry.