以方法目的鏈探討志工參與志工活動之決定因素

Using a Means-End Chain Analysis to explore the determinant of volunteering participation by volunteers

胡軒豪(Hu, Hsuanhao)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

因應全球化所帶來之社會多元化的發展，及提供民眾所需之社會服務，推展志願服務工作乃追求公共利益與促進社會祥和最有效的一種方式。讓志願服務活動更完整、周延、富人性、集合更多人的力量，使志願服務活動持續下去是一個非常重要的課題，在質量兼具的狀態下，如何解決志工流動率高，鼓勵更多人之參與，並提升志工服務的品質，這是很值得深思的議題，故本研究將採取深入訪談法以及內容分析法進行資料收集與分析，並運用方法目的鏈理論來剖析影響志工參與志工活動之決定因素，以提供未來志工運用的相關機構作為參考依據。
本研究針對選擇參與志工活動進行深入的研究，其結果發現除可補救政府業務所不足外，更可消彌政府因礙於諸多法令限制，而未能全部或適時給予民眾滿足而招致之怨尤。亦可針對理性判斷型與感覺導向型之差異性做區隔，來訂定志願服務之策略與定位。對於理性判斷型的族群而言，參與志工活動應重視志工追求回饋社會的需求，可以讓生活更實在外，還可以獲得心靈上的滿足。反之，面對感覺導向型的族群而言，則是以生涯規劃角度切入，強調想要社會更加美好、提升人們的互助精神，在參與過程中也可填補心中的空虛感，進而能追求更有安全感之價值。

關鍵字

方法目的鏈 ； 參與志工活動 ； 集群分析 ； 價值階層圖 ； 內容分析法

並列摘要

Volunteering participation is an important channel for delivering care and compassion to causes and communities in need. Meantime, volunteering services offer a number of distinctive advantages to society, particularly for pursuing public interest and enhancing social harmony. To consider the quantity and quality of volunteer services simultaneously, it is an issue worth meditating on how to keep the high retention of volunteers, encourage more people to get involved, and enhance the quality of the volunteer services because the continuity of volunteer services makes them more integrated, detailed and full of human nature. This thesis introduced Means-End Chain theory to explore the determinants of volunteering participation. The research data were collected through the in-depth interviews and the results were induced via content analysis.
The results found can not only reinforce insufficiency of the government functions, but also ease complaints from people who are not fully or timely satisfied by the government due to the law restrictions. Besides,this study segmented volunteers with regard to the differentiation of rational-oriented and sensory-oriented groups in order to set the strategy and the positioning of volunteer service. For the former, participating in volunteer services should focus on the needs of volunteers in pursuit of their contributions of giving back to the society. Volunteering can both make life more real and spiritual satisfaction. For the latter, on the contrary,this group emphasized more to improve the society and enhance the spirit of mutual help. During the involvement in this process, it also helps to fill the emptiness in the heart and then pursue more value of the security.In conclusion, these analyses can be used as further references for related volunteer organizations to manage volunteers in the future.

並列關鍵字

Means-End Chain ； Volunteering participation ； Cluster Analysis ； Hierarchical Value Map ； Content Analysis

參考文獻

6.嚴秀茹、李有仁、蕭丞傑、李國書(2006)，顧客關係利益之階層探析：方法

12.吳萬益(2000)，企業研究方法第三版，華泰文化事業股份有限公司。

數與行銷策略之探討。

1.Alderfer, C.(1969),“An Empirical Test of a New Theory of Human Needs,”Organization Behavior and Human Performance, Vol.4, 142-175.

2.Claeys, C., Swinnen, A. and Abeele, P. V. (1995), “Consumers’ means-end chains for think and feel products,” International Journal of Research in Marketing, 12, 193-208.