以灰聚類分析影響校園藝文公益活動舉辦因素之研究──以「留香餘韻愛在朝陽」義賣為例

Research on Factors Affecting the Holding of Campus Arts and Cultural Public Welfare Activities by Grey Statistical Cluster Analysis–“Let's Leave the Love in the Chaoyang” Charity sale as an Example

各校常有舉辦藝文公益活動，藉以協助弱勢團體。不論企業或學校在主辦藝文公益活動時，常有多重因素存在，若我們能了解影響校園藝文公益活動舉辦主要因素，將有助於學校舉辦活動規劃與策略的運用。本研究依據文獻將影響校園藝文公益活動舉辦因素歸納為七個，分別為「企業倫理」、「社會責任」、「形象及知名度」、「凝聚向心力」、「社區互動」、「減稅」及「校園人文氣息」，並將上述7個因素分別詢問參與者重視之程度，以灰聚類分析法發掘影響藝文公益活動舉辦的主要因素。結果顯示，七個因素具有顯著差異。「企業倫理」、「社會責任」、「形象及知名度」三項均於高標及中標，這表示幾乎所有校園公益活動舉辦均會受到「企業倫理」、「社會責任」、「形象及知名度」因素的高度影響。相反的，「減稅」的動機70%落於低標，表示影響校園藝文公益活動的舉辦主要因素甚少會受到「減稅」因素所影響。此外，「凝聚向心力」、「社區互動」、「校園人文氣息」因素落於中標之比例分別為42%、46%及40%，遠大於其各自落於高標及低標之比例，這意謂著仍有相當比例的藝文公益活動的之舉辦會受到「凝聚向心力」、「社區互動」及「校園人文氣息」因素之影響。根據以上結果，對於校園藝文公益活動主辦策略，本研究建議「企業倫理」、「社會責任」、「形象及知名度」為首要因素考量，其次才是「凝聚向心力」、「社區互動」、「校園人文氣息」作為考量因素，「減稅因素」在本研究中所占比例不高，可以忽略。 Schools often hold arts and cultural activities to assist disadvantaged groups. No matter whether a company or a school sponsors arts and cultural public welfare activity, there are often multiple factors. If we can understand the factors that affect the holding of arts and cultural activities, it will help the relevant units to organize the activities and strategies.This study is based on the literature to summarize the factors of arts and cultural activities into seven, namely “ corporate ethics ” , “ social responsibility ” , “campus image and popularity ” , “ cohesion ” , “ community interaction ” , “Campus culture atmosphere”and“tax reduction”. The above factors are asked about the degree of attention of the purchaser, and the factors affecting the holding of the arts and cultural charity activities are explored by the gray cluster analysis method.The results of the study showed that the seven factors were significantly different.“Corporate Ethics”,“Social Responsibility”,“Campus Image and popularity”were all high standard. This means that almost all Campus charity events will be subject to“corporate ethics”,“social responsibility”and“campus image and popularity”. On the contrary, 70% of the motives for “ tax reduction ” fall below the low standard. This means that the sponsorship factors of the Campus arts and cultural activities are rarely affected by the “tax reduction” factors. In addition, the percentages of “ cohesiveness ” , “ community interaction”and“campus culture atmosphere ”are 42%, 46% and 40%, respectively. This means that there are still a considerable proportion of factors that are subject to the holding of arts and cultural activities of the school. Based on the above results, the research suggests that“corporate ethics”,“social responsibility”,“campus image and popularity”are the primary considerations for the school's arts and cultural activities. The second is to focus on“community”and“community interaction”.“Campus culture atmosphere”.The“tax reduction”factor is not high in this study and can be ignored.