中国情景下的非营利组织市场导向结构研究  

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

作　　者：胡杨成[1] 蔡宁[2] 

机构地区：[1]南昌工程学院管理工程系,南昌330099 [2]浙江大学公共管理学院,杭州310027

出　　处：《公共管理学报》2009年第2期93-101,共9页Journal of Public Management

基　　金：国家自然科学基金资助项目(70773098)

摘　　要：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。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 to verify the nomological validity,the relationship between nonprofit market orientation (NMO) and perceived organizational performance was analyzed. The results showed that NMO of Chinese NPOs was a multi-dimensional construct,comprised of customer orientation,organizational coordination, intelligence generation, organizational responsiveness and emphasis on surviving. NMOQ (Nonprofit Market Orientation Questionnaire) had high validity and reliability. At the same time, there were significant positive effects of NMO on perceived organizational customer and financial performance. The measurement results showed that the market orientation of sample NPOs was low. During the practice of market orientation, NPOs were more concerned about customer orientation, internal coordination and responsive action, but the information generation and the emphasis on survival have not been got sufficient attention. In the future,the performance consequences of NMO,the factors which influence NMO,and the complex influencing mechanisms among them should be explored.

关 键 词：非营利组织 市场导向 因子分析 结构方程建模 组织绩效 

分 类 号：F713.5[经济管理—市场营销] C912.2[经济管理—产业经济]