CAJ | 학술논문

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。
장시장도향적연구시야탁전지아국불동류형적비영리조직，인입배경변동작위전인변량，중구료비영리조직시장도향여적효관련적개념모형，병제출상응적연구가설。이용결구방정건모화층급회귀등통계방법，대비영리조직문권조사취득적수거진행실증분석，결과표명：배경변동현저정향영향비영리조직시장도향；비영리조직시장도향현저정향영향조직적효；배경변동대비영리조직시장도향여적효간적관계불구유조절효응，병차야불시조직적효적예측변량。
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.