大學學生事務人員知覺轉型領導、內部行銷與組織承諾關係之研究

A Study of the Relationship on the Perception of Student Affairs clerks among Transformational Leadership, Internal Marketing and Organizational Commitment in Southern Colleges and Universities

本研究旨在探討大學學生事務人員知覺學務長轉型領導、內部行銷與學務人員組織承諾三者之關係。本研究採問卷調查法。研究對象以南部大學學務人員為母群體，問卷寄發340份，獲得有效樣本303份（89.12%），經由結構方程模式的實證結果：1、驗證轉型領導、內部行銷與組織承諾關係模式之適配度良好；2、轉型領導對組織承諾未有顯著效果；3、轉型領導對內部行銷具有顯著的正向效果；4、內部行銷對組織承諾具有顯著的正向效果；5、轉型領導會透過內部行銷對組織承諾產生間接作用，且內部行銷具有完全中介效果。最後，針對本研究結果提出理論與實務上的相關建議供相關單位與後續研究參考。

This study was to explore the relationships among transformational leadership, internal marketing, and organizational commitment, and test the mediating impacts of internal marketing. The participants included 303 student affairs clerks from the southern university in Taiwan. The empirical results using structural equation modeling indicate that transformational leadership has a not significant impact on internal marketing. The transformational leadership has a positively significant impact on organizational commitment. Internal marketing also has a positively significant impact on organizational commitment. The impacts on transformational leadership and organizational commitment are completely mediated by internal marketing. Finally, based on these research findings, some discussions and recommendations for theory and practice on student affairs and future relational study would be given.