宗教行銷模型之建構與關係研究

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Title:	宗教行銷模型之建構與關係研究
Other Titles:	The Construction of Religious Marketing Model and Relationships Analysis
Authors:	黃福銘 Huang, Fu-Ming
Contributors:	企業管理系管理科學碩博士班范惟翔 Wei-Shang Fan
Keywords:	宗教非營利組織;信徒滿意度;宗教形象 Non-profit Religious Organization;Believer Satisfaction;Religious Images
Date:	2014
Issue Date:	2014-11-20 11:44:23 (UTC+8)
Abstract:	隨著台灣經濟成長與自由民主開放，宗教團體相繼成立，其組織型態與規模龐大，消費者與宗教非營利組織之關係已有重大的改變。本文以品牌的觀點，探討宗教形象、宗教認同、信徒虔誠度、信徒滿意度、信徒宗教參與間的關係，建構整合性因果關係模式，本研究依文獻回顧與相關研究變數之關聯性，進而建立本研究架構，採用結構方程模式進行模式檢驗。藉由分析結果提供宗教團體作為其經營之參考。　　研究結果發現：1.雲嘉南地區民眾參與宗教活動的次數平均一個月以2次以下居多，佔49.5％。2.除宗教認同對信徒虔誠度無顯著正向影響外，宗教形象、信徒滿意度、宗教認同對信徒宗教參與均有顯著正向影響。3.宗教認同、信徒滿意度在宗教形象對信徒宗教參與，具有部分中介效果。　　Following the developing of Taiwan's economic and liberal democracy openness, the religious groups had been established with large-scale organizational patterns, the relationship between the non-profit religious organization and customers have great changed. This purpose of this study is to investigate the relationships among religious images, religious identity, believers satisfaction, believers religiosity and religious participation, constructs to develop an integrated cause and effect relationship model for the brand's point of view. According to the literature review, the framework of this study was developed from the relevant variables. Using structural equation modeling (SEM) test mode fit, the results as a reference provided for religious groups operations. 　　The major findings of this study are summarized as follows:1.The frequency of participating religious activities among people in Yunlin, Chiayi and Tainan Areas in Taiwan is under two times a month, region 49.5%.2.Religious identity had no significant positive effects on believers religiosity, whereas religious images, believers satisfaction and religious identity all demonstrated significant positive effects for religious participation.3.Religious identity, believers satisfaction has part mediation effect between religious images and purchase intention.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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