【作者】 张弛；

【导师】 杜兰英；

【作者基本信息】 华中科技大学 ， 企业管理， 2011， 硕士

【摘要】 民间捐赠是我国非营利组织获得慈善收入资金的重要来源之一。非营利组织为获得更多的慈善收入资金，必须将民间捐赠主体作为其重要的慈善资源。然而，近些年来国内包括红十字会在内的多家非营利组织由于资金流向不明等问题面临着严重的诚信危机，在民众中的公信力下降。公众的慈善意识正逐步提高，但对非营利组织的信任度却在降低。这不仅造成了公众缺乏有效的捐款途径，同时也导致了非营利组织营销的困难。捐赠作为一类特殊产品，具有较高的感知风险。增加信息来源的可靠性，减少潜在捐赠者的感知风险，是这类产品营销的关键。本文从捐赠这类特殊商品的特征出发，借鉴以往一般类商品口碑传播意愿的研究，探讨了影响捐赠者正面口碑传播的因素，丰富了口碑传播的前因理论。同时，本文通过研究各因素对捐赠者正面口碑传播意愿的影响作用，为非营利组织进行有效的口碑管理提供了参考，用以帮助其拓宽宣传及募捐渠道，具有较强的现实意义。本研究通过对有过捐赠经历的个体进行问卷调研，收集到301份有效样本，运用因子分析、多元回归分析等统计方法对本文所提出的概念模型进行了验证与分析。并依据研究结论提出了相关的营销对策和建议。本文的主要结论有：（1）捐赠者的正面口碑传播意愿受到捐赠过程参与度、捐赠事项重要性、捐赠者满意度这三大因素的影响。捐赠过程参与度、捐赠事项重要性既可以直接影响正面口碑传播意愿，也可以通过捐赠满意度作为部分中介影响捐赠者的正面口碑传播意愿。（2）捐赠过程参与度与捐赠事项重要性对捐赠者满意度都可以起到正面影响。更多还原

【Abstract】 Individual donation is one of most important fund resource for non-profitorganization (NPO). In order to raise more funds for charitable cause, NPO should takeindividual donation as one of their crucial raising resource. However, recently severalNPOs including Red Cross are facing the public trust crisis because of the intangibleusage of raising money and that also deteriorates those NPO’s credibility among public.Public’s willingness of giving has enhanced in recently years，while their faith onfund-raisers has deteriorated. Public becomes harder to find a trusted channel to donate,while NPOs lack effective channel to communicate with those individuals.Charitable giving is a special product category, which causes higher perceived riskthan other product categories. Increasing the credibility of information resource anddecreasing the perceived risk must be the most crucial part of such category’s marketingstrategy. In this article, based on different attributes of charitable giving and customerbehavior from that of general products, we study the influence factors on giver’s intentionto generate positive WoM. Our study will enrich current studies on the factors that affectcustomers’ intentions of WoM and provide valuable suggestion for NPO’s managementstrategy of WoM. Main conclusions from this research are as following:1. Givers’ positive WoM intention will be influenced by the participation level ofdonation process, importance of charitable cause and giver’s satisfaction, which candirectly affect givers’ positive WoM intention and also influence the intention throughgiver’s satisfaction.2. Both participation level of donation process and importance of charitable causecan be positive influence giver’s satisfaction.更多还原