非營利組織形象與口碑傳播關係之研究—以中國文化大學推廣教育部為例

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Title:	非營利組織形象與口碑傳播關係之研究—以中國文化大學推廣教育部為例
Authors:	劉惠琴
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	非營利組織形象 image of non-profit organizations 口碑傳播 word-of-mouth
Date:	2012
Issue Date:	2012-11-01 11:14:26 (UTC+8)
Abstract:	論文名稱：非營利組織形象與口碑傳播關係之研究總頁數60 -以中國文化大學推廣教育部為例校(院)所組別：中國文化大學商學院國際企業管理研究所畢業時間及提要別：一○一年學年度第二學期碩士學位論文提要研究生：劉惠琴教授：周建亨論文提要內容: 口碑傳播對於企業而言具有相當重要的影響力及重要性，也是企業在經營上可以善加利用的競爭優勢資源。本研究主要探討非營利組織形象是否會透過顧客滿意度而影響口碑傳播意願。本研究以結構式問卷彩採便利抽樣，以文化大學推廣教育部，之學生為研究對象。總共發出200份，有效問卷200份，回答率為100%。根據研究結果顯示，非營利組織形象與口碑意願影響呈顯著正關係，並符合本研究之假獲得支持。根據研究結果，提出研究之意涵與後續研究之建議。 The study on the influence of the image of non-profit organization on the WOM :Using School of Continuing Education Chinese Culture University as an Exanple Student:Hui-Chin Liu Advisor:Pro. Chien-Heng Chou Chinese Culture University ABSTRACT Word-of-mouth is an influential key success factor of compa-nies. A company should manage it to sustain competitive advantage. The purpose of this study is to investigate the relationship between image of non-profit organizations and word-of-mouth. Using the students of School of Continuing Education at Chinese Culture University as respondents, this study conducted a convenient sampling with a structured questionnaire. 200 questionnaires were distributed. All of the distributed questionnaires were returned and were verified to be valid. Research results show that the relationship between image of non-profit organizations and word-of-mouth is positive and significant, supporting the research hypothesis. Managerial and theoretical implications are discussed. Future research suggestions are offered.
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