中国情景下的非营利组织市场导向结构研究

在文献回顾的基础上,通过访谈、预试和大样本调查,对我国非营利组织市场导向的结构进行了实证研究.根据访谈内容的编码分析和预试,初步确定非营利组织市场导向量表的题项.采用探索性因子分析、验证性因子分析和结构方程模型.对来自223家非营利组织的问卷调查数据进行了分析.结果表明,我国非营利组织市场导向是一个五因子的结构模型:顾客导向、内部协调、信息收集、行动反应、强调生存.所发展出的非营利组织市场导向量表具有良好的信度水平、收敛效度和区别效度;法理效度的检验还同时表明了非营利组织市场导向对组织的顾客绩效和财务绩效均具有显著正向影响.测量结果显示,样本非营利组织的总体市场导向程度偏低,另外从各组成维度来看,样本非营利组织在实施市场导向活动时,一般较为关注顾客导向、行动反应和内部协调.但是对信息收集和强调生存等方面尚未给予足够的重视.

Study on the Construct of Market Orientation of China''s Nonprofit Organizations

Surviving in a more turbulent environment,Nonprofit Organizations (NPOs) need to be more market oriented. Only in this way can they obtain more resources and serve customers better. Based on literature review,interview,content analysis and pilot study,items for the Nonprofit Market Orientation Questionnaire were developed and targeted to top managers of 223 NPOs across Zhejiang Province in China. The survey data was mainly analyzed with exploratory factor analysis and confirmatory factor analysis. In order ...