【作者】 侯俊东；

【导师】 田志龙； 杜兰英；

【作者基本信息】 华中科技大学 ， 企业管理， 2009， 博士

【摘要】 非营利组织的社会功能定位及大量研究结果与数据显示，在我国和谐社会建设过程中，非营利组织愈显重要，然而资金匮乏已严重阻碍其发展。如何有效获取发展资金，尤其是如何吸引个人捐赠成为当前及未来所关注的重要问题之一及新发展趋势。为此，本论文基于个人捐赠者感知视角，在预研究(定性研究与定量研究阶段)、大样本问卷调查(实际的与潜在的个人捐赠者的538份有效问卷)及案例分析(基于中华慈善总会的个案对象)的实证研究基础上，确定了个人捐赠者在捐赠决策过程中对非营利组织特性的感知层面及各层面的关键感知要素，探讨了这些感知要素与个人捐赠行为间的关系模式，进而从个人、组织及外部捐赠环境层面揭示了影响关系模式的内在机制。首先，研究结果确定了个人捐赠者在捐赠决策过程中对非营利组织特性的感知层面，即对非营利组织的感知与对公益事项的感知。其中，对非营利组织的感知主要是品牌资产感知，包含品牌个性、品牌形象及品牌意识三个构成维度；而对公益事项的感知包含事项效用、事项重要性、事项可接近性、事项可参与性及事项与个人价值观一致性。其次，实证研究结果揭示了个人捐赠者两层面、八维度的感知与个人捐赠行为的关系模式，包含个人感知、捐赠意愿及捐赠行为三个层次。在关系模式中，品牌资产及公益事项属性与个人捐赠意愿有显著的正相关关系，与捐赠行为间的关系不显著，而且二者在影响个人捐赠意愿与行为时存在一些交互作用。同时，捐赠意愿会显著地影响捐赠行为，这表明在个人捐赠决策过程中，捐赠意愿在个人感知与实际行为决策之间扮演着“桥梁”角色。最后，一方面运用总体样本验证了个人层面的自我概念及信任、承诺、组织层面的组织业务类型等因素对关系模式的影响作用。另一方面，将总体样本按当前的外部捐赠环境特征(即捐赠文化氛围及捐赠情境)组合划分为四组样本，进而验证了各种不同捐赠环境组合下自我概念及信任承诺对关系模式的内在影响机制，结果表明(1)无论在哪种外部捐赠环境特征下，信任承诺对关系模式的影响都很重要；(2)在不同的外部捐赠环境特征下，自我概念对关系模式的影响存在差异。更多还原

【Abstract】 The social function of nonprofit organizations and the large number of research fruits and data showed that nonprofit organizations have become more and more important in the construction of Chinese harmonious society. Lack of funds, however, has hampered their development. How to effectively obtain their development funds, especially how to attract individual donation has become one of the important issues and the new trend at present an in the future. Therefore, based on dimension of individual donor’s perception, according to the empirical researches including pilot study (qualitative and quantitative research stage), questionnaire study (538 valid respondents for the actual and potential individual donors) and case study (based on China Charity Federation), this dissertation establishes the perception levels on the attributes of nonprofit organization and key perceptual dimensions of each level in the giving process, explores these the relationship model between these perceptual factors and individual giving behavior, and then reveals the intrinsic influencing mechanisms of the relationship model.Firstly, the results indicate the perception levels in the giving decision-making process for the individual donors, which are perception on the nonprofit and perception on its cause’s attributes. And the former is mainly nonprofit brand equity and its three dimensions including brand personality, brand image and brand awareness; the latter is consist of cause benefit, cause importance, cause proximity, cause participation effort and congruency between cause and individual donor’s value.Secondly, the empirical results reveal the relationship model between the two levels and eight dimensions of individual perception and individual giving behavior. It is the relationship model of three levels including the individual perception, giving intention and giving behavior. In this model, nonprofit brand equity and cause attributes are positively related to individual donor’s giving intention significantly, and not significantly to their actual giving behavior, moreover the two variables have some interaction effects on influencing individual donor’s giving intention and behavior. At the same time, individual donor’s giving intention should impact the their actual giving behavior significantly, which shows in the individual giving process, giving intention may play the important role of "bridge" between individual perception and actual behavior decision-making.Lastly, on the one hand using the total sample to test the influencing role of self-concept, trust and commitment of individual level and organizational type of organizational level on the relationship model; on the other hand, dividing the total sample into four groups according to outside giving environment ( including giving cultural atmosphere and giving situation), and then we test the intrinsic influencing mechanisms of self-concept, trust and commitment on the relationship model under the each different giving environment, the results indicate (1) no matter which giving environment does the individual donor face, trust and commitment play the much more important role in influencing the relationship model; (2) under the different outside giving environment, there is some differences of the impact of self-concept on the relationship model.更多还原