| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 93 === The media key success factors (KSF) of BR is a subject that both the academic circles and the industrial field cares. It has many findings. But the functions of media various departments is different and so there are different leadership styles. These leadership style reveals influence to operation of media. Therefore, this research aims at the leadership style of different department. The further research analyzes the topic of KSF of BR and the job performance.
The research selects Eastern Television (ETTV) of Eastern Broadcasting Co., Ltd for research subject. The main goal is to discuss the differences in ETTV’ s leadership style of each department and importance of KSF of BR.
This study use questionnaire survey research methods and “Stratified Rate Random Sampling” sampling method. 300 questionnaires are sent to high-level managers, mid-level managers and line staffs of ETTV. The result: 264 returned. Effectiveness rate is 88%. Research is as follows:
(1)The leadership styles of departments in ETTV are “benevolent-authoritative” and “consultative- democratized ”. Overall, ETTV’s News department and Program department’s leadership styles are “benevolent-authoritative”. ETTV’s Business Department, Project System Broadcasts, and Administration Department are tend to “consultative- democratized”.
(2)Components of KSF of BR in ETTV’ s departments have significant difference. News department regards leadership decision-making to be the most important KSF; Program and Service Department regards goal conformity as most important. The Project System Broadcasts regards human resources as most important. The Administration Department regards information utilization as most important.
(3)The job performance in ETTV’ s departments had made significant difference. The Project system broadcasts is higher than the others.
(4)The leadership styles and KSF of BR in ETTV’ s departments are correlation. The components of the organizational structure include the drive characteristic, the achievements goal and resources control. These can efficiently forecast the KSF of BR to reach 39.4% among total variations quantities.
(5)The cognition on KSFs of BR efficiently forcasts job performance.
(6)The leadership styles, KSFs of BR and job performance in ETTV’s departments are hightly correlated.
This research uses leadership styles to seek the difference between KSF of BR and job performance. Because of former research focused on the connection between KSF implementation achievements connections. However, this research draws up from a higher stratification plane and cuts into the subject at a different angle. This research hopes to use leadership style to inspect the KSF of BR. This method should be possible to obtain a more objective result.
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