The Relationship Analysis among Media Perception of LINE and Organizational Communication Satisfaction – A Case of Junior High Schools in Kaohsiung.

• Main Authors: LEE,CHING-HUI, 李靜惠
• Other Authors: YIEN,JUI-MEI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/yd87ye

碩士 === 康寧大學 === 休閒管理研究所 === 104 === As mobile communication technology is increasingly mature, more than 70% of common people have formed the habit of downloading APP. The use rate of mobile instant communication software LINE reaches more than 90%, with average daily service time exceeding one hour. In the past, among school staffs, the most frequently used organization communication means include face-to-face communication, telephone communication and official letter. New emerging communication media such as LINE certainly will exert varying-degree influence on organizational communication of school. Previous researches of instant communication software mostly choose teenagers or enterprise employees as the subjects. There is a lack of study on school staffs. With teaching and administrative staffs of middle schools of Kaohsiung City as the objects, this study investigates influence of “media perception of LINE” on organizational communication satisfaction. Two-stage sampling is adopted. A total of 344 questionnaires are sent out and 313 valid questionnaires are recycled, representing a response rate of 91%. Analysis results show seven sub-dimensions of social presence, communication effectiveness, communication interface and organizational communication satisfaction are all significantly and positively correlated. Seven sub-dimensions of communication effectiveness, communication interface and organizational communication satisfaction have significant influence. Social presence only exerts significant influence on the sub-dimension “communication climate” of organizational communication satisfaction, and has no significant influence on remaining sub-dimensions. The present study suggests that education authorities, school leadership and school staffs should make good use of advantages of LINE, establish relevant accounts or groups targeting different communication situations, set up complete and instant communication system, activate overall organizational operation, appropriately grasp use range and purpose of LINE, avoid complex, sensitive communication situations or contents, and thus enhance organizational communication satisfaction of school.