社會網絡程度中心性和密度對非營利組織傳播績效的影響──以澳門社團為例

Macau is known as the “association society”, where a large number of associations constitute a huge social network with an important social influence. If we take “media coverage” as a measure of communication performance of the associations, and analyze with social network theories such as “network degree centrality” and “network density”, we will see a significant correlation between “network degree centrality” & “network density” and “communication performance”: “network density” has a negative correlation with “communication performance”, while “network degree centrality” plays a negative regulatory role in the relationship between “network density” and “communication performance”