Donor Experience Sharing, Why, and Who They Are?

doi:10.6186/IJIMS.202106_32(2).0005

淡江大學機構典藏 > 商管學院 > 管理科學學系暨研究所 > 期刊論文 > Item 987654321/120993

請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/120993

題名:	Donor Experience Sharing, Why, and Who They Are?
作者:	Chang, Horng Jinh;Du, Ming Han
關鍵詞:	Non-profit marketing;Word-of-Mouth (WoM);Hedonic affection;Self-actualization;Mediation effect;PLS-SEM
日期:	2021-06-30
上傳時間:	2021-08-23 12:13:58 (UTC+8)
出版者:	Tamkang University
摘要:	Despite plenty of studies on consumers’ word-of-mouth (WoM) behaviors as an essential tool in marketing communication strategy, there are limited non-profit marketing discussions. This research aims to build a theoretical model to understand donors’ emotional responses to prosocial WoM behaviors. The results provide both theoretical and programmatic insights for non-profit marketing strategies. We adopted Partial Least Square SEM (PLS-SEM) as a tool to draw a picture of the randomized survey on 500 cash donors’ WoM experiences and their relationships with some critical constructs in personality traits, motivations, and social capital. The results of the structural model analysis support our ten hypotheses. We found that Individual Social Responsibility (ISR) influences Hedonic Affection (HA) and Self-Actualization (SA) directly, while Altruistic Motivation (AM) both partially mediates them. On the other hand, Socal Capital (SC) and Influential Personality (IP) influence Self-Actualization (SA) directly with partial mediation effects by Self-Identity (SI).
關聯:	International Journal of Information and Management Sciences 32(2), p.177-193
DOI:	10.6186/IJIMS.202106_32(2).0005
顯示於類別:	[管理科學學系暨研究所] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
Donor Experience Sharing, Why, and Who They Are.pdf		587Kb	Adobe PDF	3	檢視/開啟
index.html		0Kb	HTML	107	檢視/開啟

在機構典藏中所有的資料項目都受到原著作權保護.

TAIR相關文章

資料載入中.....