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1、 二卷一期，1-62 組織與管，2009 2 月 企業問卷填答意願之理論應用初探 林月雲1 陳怡靜2 摘 要 本研究從管的基礎出發，探討影響台灣企業問卷填答意願之應用依據，以及台灣企業界人士對於問卷填答意願的態與想法。本研究之三個重點為：第一，調查國內外頂級期刊文的平均問卷回收，以為台灣社會科學研究者之考標竿；第二，瞭解問卷設計與施測方式對問卷填答意願之影響；第三，發展問卷回應為之應用依據，包括公民為、社會交換與體制。本研究針對230份資，包括電話訪談問卷與現場問卷，進資分析。研究結果顯示：一、國內外頂級期刊偏好回收較高的文，其問卷平均回收達50%左右；二、為取得代表性較佳之資，研究者必須詳細
2、地規劃並結合有效的問卷施測策，包括適當的問卷長，選對發放月份（5月、7月與8月） 、指定填答單位、提供錢與非錢的誘因（包含券、品與提供研究結果） ，以及適當的問卷施測方式，如：目標填答者為企業之中高階主管仍以郵寄問卷為佳；三、增強收卷者之他為傾向與形成體制環境，可能是提升問卷回收與填答意願較有效的方式。另外，本研究亦發現1 國立政治大學企業管理學系教授 2 銘傳大學企業管理學系助理教授 投稿日期：2007.12.31；審查決議日期：2008.03.06；接受日期：2008.07.22 本文係由林鉦棽教授與彭台光教授擔任主審 2 組織與管，2009 2 月 收卷者可接受的問卷長愈長，填答的意願也
3、愈高，能開發此的研究對象，加上宣揚企業人士協助學術研究之他為與促成體制環境，則將較可獲取足與適質的學術研究資。 關鍵字：他為、填答成本、交換價值、體制環境、問卷填答意願 林月雲、陳怡靜 企業問卷填答意願之理論應用初探 3 Exporing the Application of Survey Response Willingness Theories Carol Yeh-Yun Lin1 Mavis Yi-Ching Chen2 Abstract This study aims to explore the application of relevant management theories
4、that affect questionnaire survey response willingness with three main focuses. First, we investigate the average response rates of both local and international top-tier journal papers as reference points. Second, we examine the influence of questionnaire design and implementation on survey response.
5、 Third, we develop theory applications related to questionnaire response behaviors, including citizenship behavior theory, social exchange theory, and institutional theory. Based on 230 sets of data, the research findings include, first, both local and international top-tier journals prefer papers w
6、ith higher response rates, an average of fifty percent. Second, to obtain data with better representativeness, the researchers need to have a good survey planning and implementation, such as designing an adequate length of questionnaire; sending out surveys in May, July, or August; addressing a part
7、icular person; providing tangible or intangible incentives including cash coupons, small gifts, and research results; and employing an appropriate survey method, for example, collecting data from middle or high level managers through post mail survey. Third, strengthening potential respondentsaltrui
8、stic behaviors and creating an institutional environment may be more effective in raising survey response rate. Another inspiring finding is that the more questionnaire items respondents can accept, the higher the reponse willingness is. Therefore, it is worthwhile to develop this group of responden
9、ts. In addition, by advocating for altruistic behaviors and constructing institutional environment, a higher survey response rate can be anticipated in the future. Keywords: altruistic behavior, response cost, exchange value, institutional environment, survey response willingness 1 Professor, Department of Business Administration, National Cheng-Chi University 2 Assistant Professor, Department of Business Administration, Ming-Chuan University
