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題名:電視新聞置入性行銷自主性與人員專業主義評價之關係:以組織正義為中介變項
作者:顏加松 引用關係
作者(外文):Chia Sung Yen
校院名稱:國立彰化師範大學
系所名稱:工業教育與技術學系
指導教授:趙志揚
學位類別:博士
出版日期:2013
主題關鍵詞:組織正義新聞專業主義置入性行銷電視新聞工作者人力資源管理媒體經營管理Organizational justiceJournalists' professionalismPlacement marketingHuman resource managementTelevision journalistMedia management
原始連結:連回原系統網址new window
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  • 點閱點閱:195
本研究旨在探討電視新聞置入性行銷自主性與電視新聞工作者專業主義之關係,以及組織正義在上述兩變項間之中介效果。為達成研究目的,本研究採問卷調查與質性訪談方式進行,先以問卷針對八家國內商業電視台新聞工作者進行調查,共發出800份問卷,有效回收問卷為259份,並於問卷回收完成後進行十位媒體實務業界之深度訪談,以補充量化資料難以呈現之處。
經統計分析與訪談資料整理後所得之研究結論如下:一、置入性行銷對電視新聞工作者專業主義具有正向顯著影響。二、置入性行銷對組織正義具有正向顯著影響。三、組織正義對專業主義具有正向顯著影響。四、組織正義對置入性行銷與專業主義具有部分中介效果。
The purpose of this study was to explore the relationship between product placement and journalists' professionalism, which was mediated by organizational justice. To gain the result, researcher used
both qualitative and quantitative research method. Using questionnaire survey for news industrial in Taiwan, that include 8 commercial television corporations. Questionnaires were dispatched to 800 television journalists. There were 259 questionnaires collected validly. Later, researcher interviewed 10 television journalists to make sure that the data were collected properly.
Results of this study found that (1) Placement marketing has
significant positive effects on television journalists' professionalism. (2)Placement marketing has significant positive effects on organizational justice. (3) Organizational justice has significant positive effects on television journalists' professionalism. (4) Organizational justice has partial mediate effects on placement marketing and television journalists professionalism.
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