本研究從內部行銷之觀點，探討高雄市居民對海洋首都意象建構元素之重視度及滿意度之認知情形，並探討居民個人基本資料對該認知情形是否造成差異及該認知情形是否影響受訪者之組織承諾。本研究採問卷調查方式，於94年9月、10月期間，以便利抽樣方式，對高雄市居民進行資料蒐集，共得388份有效問卷。資料分析方法包括描述性統計、T檢定、單因子變異數分析、因素分析、信度分析、迴歸分析，及重要表現程度分析法(IPA)。研究結果發現： 1.高雄居民最重視「交通、公共服務設施」之因素構面。 2.高雄居民對海洋首都意象元素滿意度認知情形，除在「城市地標景點」因素構面是呈現滿意外，在其餘各因素構面皆呈現不滿意現象，且重要性認知與滿意度認知之間存在嚴重之落差。 3.居民基本資料對海洋首都意象元素重要程度認知皆有差異，對滿意度認知在性別及居住地等無差異，對組織承諾認知則只在年齡題項上無差異。 4.高雄居民普遍對意象建構元素具有高重視度及低滿意度，但卻對高雄有高度的認同感。 From the perspectives of internal marketing, this study discussed the understanding of Kaohsiung residents regarding the importance and satisfaction of the maritime capital image elements. The study also interviewed residents regarding their personal backgrounds to learn whether one's uniqueness influenced one's understanding of maritime capital image, and whether that understanding influenced one's organizational commitment. A structured questionnaire was designed to collect the empirical data from Kaohsiung residents. By means of convenience sampling, a total number of 388 valid samples was obtained. The data was analyzed by using descriptive analysis, t-test, one-way ANOVA, factor analysis, reliability analysis, multiple regression and importance-performance analysis (IPA). The results are: 1. Kaohsiung residents valued the elements of ＂Transportation, Public Services＂ the most. 2. With the exception of ＂City Landmark＂ element, residents rated maritime capital image elements as unsatisfactory. There was a great disparity between the recognition of importance and satisfaction. 3. The recognition of importance was proved to show significant differences among all the different residents' personal backgrounds. The recognition of satisfaction was proved to show non-significant differences on the backgrounds of gender and residence and the recognition of organizational commitment on age. 4. Kaohsiung residents, in general, held high level of importance but low level of satisfaction on the image elements.Nevertheless, the residents held a high level of organizational commitment.
