| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 95 === Television shopping starting was the recent years retail market most has the revolutionary event, in the short years, the home biggest television shopping industry The Easter Home Shopping high speed expansion. Its explosive growth accomplishes the new pattern circuit.
Organizational Culture and Organizational commitment are not only the hot topic of the industrial circles, but also are the important area of the academic circles. Until now, there are many research results. But, different departments in the media organization don’t have the same function and organizational culture. Moreover, organizational culture will influence the practice of management of corporation. Thus, this research will analyze the cognitions of organizational culture and organizational commitment in different departments.
The research probes the correlation among organizational culture and organizational commitment in Eastern Home Shopping. The objects of this research are: the different organizational culture and organizational commitment in different
departments, the influence of organizational culture on organizational commitment.
This research is conducted by questionnaire survey, adopts proportional sampling with 493 people from managers and employees in Eastern Home Shopping. A total of 411 questionnaires were returned, and 363 were evaluated valid. The valid questionnaires are 76.63%. The questionnaires are to probe their perceptions on organizational culture and organizational commitment.
The main findings of the research are:
1. Departments in Eastern Home Shopping show obvious differences in organizational culture and organizational commitment.
2. Overall, the organizational cultures most in evidence at Eastern Home Shopping were harmonious-supportive cultures and aggressive-innovative culture. In the telephone -marketing and administrative-management Departments, harmonious-supportive culture was most strongly exhibited; the program-production and product-business Departments tended toward aggressive-innovative culture.
3. The highest organizational commitment at Eastern Home Shopping was value commitment, and in turn, effort commitment and retention commitment.
4. Organizational culture is relative to organizational commitment. Bureaucratic culture, harmonious-supportive culture and aggressive-innovative culture have highest correlation with organizational commitment.
This research contribution lies in the result can have advance both in academia and practice.
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