內部行銷、組織政治氣候與組織承諾關係之研究 王唯芝、楊豐華
E-mail: 9901237@mail.dyu.edu.tw
摘 要
本研究旨在探討教師所知覺的內部行銷對於教師組織承諾度的影響，以及組織政治氣候是否對內部行銷與組織承諾關係具 有中介效果作用。 本研究係以台灣公私立國民小學為研究對象，採分層比例抽樣方式發放問卷，受訪者採自我評量的方式 回答題項，發放600份問卷，共回收550份，有效問卷515份，有效回收率為93.64%。研究結果顯示：教師所知覺的內部行 銷程度對其組織政治氣候程度有負向影響，教師所知覺的組織政治氣候程度對其組織承諾程度有負向影響，教師所知覺的 內部行銷程度對其組織承諾程度有正向影響，組織政治氣候在內部行銷與組織承諾間具中介效果。
關鍵詞 : 內部行銷 ; 組織承諾 ; 組織政治氣候
目錄
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．
．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．
．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．
．．．．．．．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．．．．． 1 第一節 研究背 景．．．．．．．．．．．．．．．． 1 第二節 研究問題與目的．．．．．．．．．．．．． 3 第二章 文獻 探討．．．．．．．．．．．．．．．．．． 5 第一節 內部行銷．．．．．．．．．．．．．．．． 5 第二 節 組織政治氣候．．．．．．．．．．．．．． 10 第三節 組織承諾．．．．．．．．．．．．．．．． 23 第三章 研究設計．．．．．．．．．．．．．．．．．． 29 第一節 研究架構．．．．．．．．．．．．．
．．． 29 第二節 研究假說．．．．．．．．．．．．．．．． 29 第三節 變項的操作性定義與測量工具
．．．．．． 33 第四節 樣本與資料收集．．．．．．．．．．．．． 35 第五節 分析方法．．．．．．
．．．．．．．．．． 36 第四章 資料分析．．．．．．．．．．．．．．．．．． 38 第一節 前測分析．．
．．．．．．．．．．．．．． 38 第二節 樣本特性分析．．．．．．．．．．．．．． 40 第三節 信度 與效度分析．．．．．．．．．．．．． 47 第四節 變異數分析．．．．．．．．．．．．．．． 52 第五節 相關分析．．．．．．．．．．．．．．．． 62 第六節 迴歸分析．．．．．．．．．．．．．．．． 64 第 五章 結論與建議．．．．．．．．．．．．．．．．． 69 第一節 研究結論．．．．．．．．．．．．．．
．． 69 第二節 研究限制．．．．．．．．．．．．．．．． 71 第三節 建議．．．．．．．．．．．．
．．．．．． 71 第四節 後續研究建議．．．．．．．．．．．．．． 73 參考文獻 ．．．．．．．．．．．．
．．．．．．．．．． 74 附錄A 研究問卷．．．．．．．．．．．．．．．．．． 97 參考文獻
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