非政府組織形象知覺品質之個案研究

A Study on the General Public Perceptions to Non-Governmental Organizations

近年來非政府組織與非營利組織等組織快速成長，整合了民間的資源，為社會提供無私的服務與貢獻。非政府組織欲開拓業務，機構形象與知名度都很重要，對非政府組織而言整個組織形象即為組織之品牌，為了幫助組織可以達成組織使命，所以新興成立的非政府組織應替組織建立品牌形象，故本研究以新成立的法律扶助基金會為例，探討法律扶助基金會建立之品牌形象與品牌聯想對民眾知覺品質之影響。本研究透過文獻回顧，了解影響知覺品質的相關因素並以橫斷面問卷調查研究，分析非政府組織法律扶助基金會帶給一般民眾之品牌形象與品牌聯想，以供法律扶助基金會作為加強推廣與擬定行銷策略之參考。本研究發出問卷600 份，回收330 份。（回收率55%）利用進行SPSS 統計分析。研究結果發現：1. 法律扶助基金會的品牌形象對知覺品質有正向影響。2. 法律扶助基金會品牌聯想與知覺品質無正向影響。3. 法律扶助基金會品牌聯想透過品牌形象影響知覺品質。

There are more and more non-governmental organizations and non-profit organizations arising in recent years. The non-profit organizations gather social resources and devote in the society. To the non-governmental organizations, the brand image is organization’s brand. In order to reach the organization mission, new non-profit organization needs to set brand image. This study aims at the non-governmental Legal Aid Foundation, the effects of its brand image and its connection to public perception. Through the literature review, the study compiled a perceived correlation, and employed the questionnaires to analyze the Legal Aid Foundation’s brand image and brand connection to the public. The analyzed results by SPSS can provide the Legal Aid Foundation a basis for marketing strategies. The study sent out 600 questionnaires and retrieved 330 (at a retrieval rate of 55%). The results are as follows: 1. The legal Aid Foundation’s brand image is correlated to the public perception. 2. The legal Aid Foundation is not effectively perceived by the public. 3. The legal Aid Foundation’s brand connection affects the public perception brand image.