In recent years, non-profit organization has been growing vigorously. According to the Public Welfare information center of Taiwan’s report in 2003, there are around 4502 Non-profit organization. In addition to providing traditional public welfare charitable service, Non-profit organization also adjust the question of resource allocation for the entire society.
Order to get more resources, lots of Non-profit organization has been started to adopt the marketing strategy to build the well brand image. Recently, lots of brand ideas which were emphasized before, has already can’t explaining the behavior of consumer completely, Each big enterprise has been gradually to focus on brand personality. In addition, Many of studies has discovered that perceived value is indispensable for researching on consumer behavior. Opposite to the consumer’s importance to enterprise, common populace are also important to Non-profit organization, therefore, the purpose of this study is to discuss whether the brand personality of Non-profit organization will affect population''s perceived value or not, also, discuss whether the population’s perceive value will affect Population’s contribute attitude to the non-profit organization or not. Moreover, Many of studies has pointed out that consumer’s perceived value will be affected by personality traits, but there were few studies which focused on populace’s perceive value to the Non-profit organization and personality traits, so that’s one of the point of this study.
Conclusion and impications：
1.Non-profit organization can aim for developing brand personality to rise up populace’s perceive value and contribute attitude.
2.Populace’s perceive can affect the contribute attitude positively.
3.When Non-profit organization weigh the affect of populace’s perceive value to contribute attitude, it’s necessary to consider populace’s personality traits.