环境变动对非营利组织市场导向战略的影响研究  

The Impact of Environmental Turbulence on Market Orientation Strategy of Nonprofit Organizations

作　　者：郑文山[1] 胡杨成[2] 

机构地区：[1]浙江工业大学浙西分校,浙江衢州324000 [2]南昌工程学院工商管理学院,南昌330099

出　　处：《软科学》2010年第5期54-59,共6页Soft Science

基　　金：教育部人文社会科学研究项目(09YJC630112);国家自然科学基金项目(70773098);江西省社会科学规划学科共建项目(09YJ262)

摘　　要：将市场导向的研究视野拓展至我国不同类型的非营利组织,引入环境变动作为前因变量,重构了非营利组织市场导向与绩效关联的概念模型,并提出相应的研究假设。利用结构方程建模和层级回归等统计方法,对非营利组织问卷调查取得的数据进行实证分析,结果表明:环境变动显著正向影响非营利组织市场导向;非营利组织市场导向显著正向影响组织绩效;环境变动对非营利组织市场导向与绩效间的关系不具有调节效应,并且也不是组织绩效的预测变量。This study broadens the research scope of market orientation to different types of nonprofit organizations （NPOs） in China and reconstructs a conceptual model which includes three variables： environmental turbulence, nonprofit market orientation, and organizational performance. By analyzing the survey in NPOs with hierarchical regression and structural equation model, the results reveal that： environmental turbulence has direct and significant influence on NPOs＇ market orientation; NPOs＇ market orientation has direct and significant influence on the performance of NPOs＂ performance ; environmental turbulence is not an predictive variable of organizational performance and has no moderating effect on the relationship between NPOs＇market orientation and performance.

关 键 词：环境变动 非营利组织 市场导向 组织绩效 

分 类 号：F270[经济管理—企业管理] G912.2[经济管理—国民经济]