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복합학
DBpia AI
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Citeasy
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이용 4
초록·키워드
This study tested a model of the effects of perception to policy public relations on the accomplishment of policy goals, with a case study of the Korean Agency for Social Enterprise. In order to examine this model, perception of policy public relations was theorized to be that of Huang’s (1997) five dimensions of public relations behavior (two-way, interpersonal, mediated, symmetrical and ethical); its effect was theorized to be on the KASE’s three policy goals, to promote the intention to support for policy, to encourage launching social enterprises, and to boost social entrepreneurship, with two mediating variables between perception and policy goals: first the attitude towards policy public relations and second the attitude towards policy itself.
A survey was done of 232 participants in the 2018 KASE Development Programs to test hypotheses and to answer research questions using statistical techniques such as multiple regression analysis.
Results showed that of the five dimensional perceptions, only three ones?ethical, symmetrical, and two-way?were found to have statistically significant positive effects on the attitude toward policy public relations, whereas the remaining two, interpersonal and mediated, turned out to have no statistically significant effects. These findings suggested that to the participants the nature of communication channel, whether face-to-face or mediated, dose not matter in their overall evaluation of policy public relations, and that the more ethical, symmetrical, and two-way public relations behavior is perceived, the more positive their attitude towards it grows. As to the effect of the attitude towards policy itself on the achievement of policy goals, results suggested that policy attitude had statistically significant positive effects on all the three policy goals.
A survey was done of 232 participants in the 2018 KASE Development Programs to test hypotheses and to answer research questions using statistical techniques such as multiple regression analysis.
Results showed that of the five dimensional perceptions, only three ones?ethical, symmetrical, and two-way?were found to have statistically significant positive effects on the attitude toward policy public relations, whereas the remaining two, interpersonal and mediated, turned out to have no statistically significant effects. These findings suggested that to the participants the nature of communication channel, whether face-to-face or mediated, dose not matter in their overall evaluation of policy public relations, and that the more ethical, symmetrical, and two-way public relations behavior is perceived, the more positive their attitude towards it grows. As to the effect of the attitude towards policy itself on the achievement of policy goals, results suggested that policy attitude had statistically significant positive effects on all the three policy goals.
목차
- 제1장 서론 1제1절 연구문제 및 목적 1제2절 논문구성 4제2장 한국사회적기업진흥원 5제3장 이론적 배경 9제1절 정책홍보 91. 정책홍보의 개념 및 목적 92. 정책홍보행위 이론 112-1. 모형(Model)이론 122-2. 차원(Dimension)이론 16제2절 정책홍보 효과 191. 홍보태도 232. 정책태도 273. 행동의도 284. 창업의지 295. 사회적 기업가정신 31제4장 연구방법 33제1절 연구모형 및 연구문제와 연구가설 33제2절 표본 및 조사방법 35제3절 조작적 정의 및 측정 항목 361. 정책홍보행위의 차원 362. 홍보태도 383. 정책태도 394. 행동의도, 창업의지 및 사회적 기업가정신 39제4절 분석방법 48제5장 연구결과 49제1절 표본의 특성 및 측정변수의 기술통계, 신뢰도, 타당도 검증 491. 표본의 인구통계학적 특성 492. 측정 변수의 기술통계 분석 513. 측정항목의 신뢰도와 수렴 및 판별 타당도 분석 52제2절 연구문제와 연구가설의 검증 571. 정책홍보행위의 차원과 홍보태도 572. 홍보태도와 정책태도 593. 정책태도와 행동의도, 창업의지, 사회적 기업가정신 60제6장 결론 65제1절 연구결과 요약 및 시사점 651. 정책홍보행위의 차원과 홍보태도 662. 홍보태도와 정책태도 673. 정책태도와 행동의도, 창업의지, 사회적 기업가정신 67제2절 한계점 및 향후 연구 68참고문헌 701. 국내 문헌 702. 외국 문헌 77ABSTRACT 80설문지 82
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