在近年來社會一股「社會企業責任-CSR」的風氣影響讓國內大型組織或團體紛紛成立慈善會，並在捐血公益上的付出更是不遺餘力，在了解影響民間組織或團體響應捐血公益的要因後，對血源開發與運作將會更有助益。因此本研究目的希望能探討不同性質的組織或團體贊助參與捐血活動的動機、態度與活動型式來分析其贊助模式，進而改善配合團體持續舉辦活動的意願。組織團體贊助公益活動會因組織型態、文化差異、不同的動機與態度，而有不同的行為與活動模式產生。所以本研究將以相關性研究問卷，針對組織團體的動機、態度與活動型式來探討不同型態的團體贊助行為之模式。研究對象為嘉義地區101年1月至12月底，辦理捐血活動團體中的主要決策者，以隨機抽樣方式來進行訪談。本研究欲探討的研究目的依序為：一、民間組織或團體贊助捐血公益活動的現況為何？二、民間組織或團體贊助捐血公益活動的動機為何？三、可能影響民間組織或團體贊助捐血公益活動內容決策考慮的因素為何？ 在相關研究的回顧與釐清後，本研究發現，影響組織或團體贊助公益活動的動機主要為「利他」、「利己」與「同時兼顧」。影響組織或團體贊助公益活動的因素主要為「媒體的報導及曝光率因素」、「活動因素」、「提升消費者對組織團體的評價」、「贊助公益活動的特性及本身組織團體所營運之狀況」。 在了解影響民間組織或團體響應公益活動的因素後，並根據本研究與文獻探討的結果整理出結論，另依據結論提出建議以供血源開發的相關單位參酌運用。進而擴大血源的開發與運作將會對有用血需求的患者有更大的助益。 Over a few years’ time some large domestic organizations are increasingly establishing charities and are fully devoted to campaigns like blood donations in response to the corporate social responsibility. By understanding the reasons why the local non-profit organizations and groups are involved in the blood donation campaigns, the exploration and operations of blood source have benefitted thereof. The aim of this research is to analyze the sponsorship model of organizations and groups of different natures and to enhance their willingness of making further commitment with future campaigns by exploring the motive, attitude and type of campaigns with which they have engaged in this kind of activities. It is known that the sponsorship of organizations and groups with public welfare causes is affected by organizational type, cultural difference, motives and attitudes. As a result, different behavior and activity patterns can be self evident. In this research, we are using correlational study to survey different types of sponsorship from various groups by their motive, attitude and activity pattern. Random sampling is employed as the research method in this survey whereby the objects of study are from the main decision makers with the aforesaid organizations and groups during the whole year of 2012 in the Chiayi area of Taiwan. The objectives of this research are as follows:1. How well are the blood donation campaigns sponsored by the local organizations and groups doing?2. The motives that drive the blood donation campaigns with sponsorship from the local organizations and groups?3. What are the things that might have influenced the decision making process of the local organizations and groups? According to the survey, “benefitting others”, “benefitting oneself” and “benefitting others and oneself” are the three main motives that the above mentioned organizations and groups are willing to sponsor the charitable causes with, whereas “reports from the mass media and exposures”, “activities” and “enhance the ratings of the organizations and groups by the consumers” and “nature of the sponsorship and the operations of the organizations” are the main causes that are influencing the sponsorship. In view of the causes that are influencing the sponsorship, we have made suggestions available to the blood source exploration groups based on findings of this research and articles, hoping to greatly benefit the patients in need of blood with further explorations and operations with the blood sources.
