打造正向價值循環：非營利組織之社交媒體溝通策略對受眾公民行為的影響;Creating a positive value cycle: The influence of nonprofits’ social media communication strategies on audience citizenship behaviors

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Title:	打造正向價值循環：非營利組織之社交媒體溝通策略對受眾公民行為的影響;Creating a positive value cycle: The influence of nonprofits’ social media communication strategies on audience citizenship behaviors
Authors:	周珉瑄;Chou, Min-Hsuan
Contributors:	資訊管理學系
Keywords:	非營利組織;社交媒體溝通策略;價值一致性;受眾公民行為;Nonprofit organizations;Social media communication strategies;Value congruity;Audience citizenship behaviors
Date:	2024-12-09
Issue Date:	2025-04-09 17:39:18 (UTC+8)
Publisher:	國立中央大學
Abstract:	近年來，社會環境失調導致許多社會問題的出現。其中，非營利組織扮演提供社會服務以創造社會福祉的重要角色。隨著政府刪減對於非營利組織的補助預算和營利組織決定自己挹注資源來提供社會服務，非營利組織紛紛面臨資源匱乏的問題。這也導致性質相似的非營利組織開始相互競逐這些稀少資源。為取得從事社會服務所需的諸多資源，非營利組織往往仰賴民眾捐款與志工服務，甚至需要採取積極的手段來獲取資源。因此，如何有效地將理念或價值傳遞給社會大眾，以獲取從事社會服務的資金和資源對於非營利組織來說至關重要。　　回顧相關非營利組織取得資源的文獻，儘管有研究分別探討非營利組織如何經由單向溝通或雙向溝通來與目標受眾溝通，甚少研究著墨如何結合不同形式的溝通策略（即單向溝通、雙向不對稱溝通、雙向對稱溝通策略）來與目標受眾溝通，激發他們對於理念或價值的認同，從而為組織與社會作出更多良善貢獻。以一致性理論為基礎，本研究建立一模型探究非營利組織之社交媒體溝通策略（資訊廣播、回應互動、主動互動）如何經由價值一致性影響受眾對於其他個體（協助他人意圖、志工參與意圖）和對於非營利組織（捐款意圖、正向口碑意圖）的公民行為意圖。本研究共蒐集 521筆有效樣本，以偏最小平方法進行假說驗證。研究結果顯示非營利組織之社交媒體溝通策略正向影響其與目標受眾之間的價值一致性，並且此價值一致性正向影響受眾願意對其他個體以及非營利組織採取公民行為之意願。本研究結果具有重要的學術貢獻與管理意涵。;In recent years, social imbalances have led to numerous issues, with nonprofit organizations playing a crucial role in providing social services to enhance well-being. However, as government subsidies decrease and enterprises allocate their own resources to social services, nonprofits face resource shortages. This has intensified competition among similar organizations for these limited resources. To sustain their services, nonprofits rely on public donations and volunteer support, often needing to take proactive measures to secure necessary resources. Thus, effectively communicating their mission and values to the public is essential for acquiring the funds and resources needed for social services. 　　Reviewing the literature on nonprofit organizations, although some studies have separately explored how nonprofits communicate with target audiences through one-way or two-way communication, few have focused on combining different communication strategies (i.e., one-way communication, two-way asymmetric communication, and two-way symmetrical communication) to engage with audiences and inspire their recognition of the organization′s ideas or values, thereby contributing positively to the organization and society. Based on congruity theory, this study establishes a model to explore how nonprofits′ social media communication strategies (information broadcasting, reactive interaction, participatory interaction) influence audience value congruity, which in turn affects their citizenship behavior intentions towards other individuals (helping intention, volunteering intention) and towards the nonprofit organizations (donation intention, positive word-of-mouth intention). This study collected 521 valid samples and used the partial least square method to verify the hypotheses. The results show that nonprofits′ social media communication strategies positively affect value congruity between the organizations and their audiences, which in turn positively affects the audience′s willingness to engage in citizenship behaviors towards both other individuals and the organizations. The findings have important academic contributions and management implications.
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