捐赠者正面口碑传播意愿影响因素分析-analysis of influencing factors of donors willingness to spread positive word of mouth.docxVIP

华 华 中 科 技 大 学 硕 士 学 位 论 文 II II ABSTRACT Individual donation is one of most important fund resource for non-profit organization (NPO). In order to raise more funds for charitable cause, NPO should take individual donation as one of their crucial raising resource. However, recently several NPOs including Red Cross are facing the public trust crisis because of the intangible usage 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 on fund-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 risk than other product categories. Increasing the credibility of information resource and decreasing the perceived risk must be the most crucial part of such category’s marketing strategy. In this article, based on different attributes of charitable giving and customer behavior from that of general products, we study the influence factors on givers intention to generate positive WoM. Our study will enrich current studies on the factors that affect customers’ intentions of WoM and provide valuable suggestion for NPO’s management strategy of WoM. Main conclusions from this research are as following: Givers’ positive WoM intention will be influenced by the participation level of donation process, importance of charitable cause and giver’s satisfaction, which can directly affect givers’ positive WoM intention and also influence the intention through giver’s satisfaction. Both participation level of donation process and importance of charitable cause can be positive influence giver’s satisfaction. Key words: Positive Word-of-Mouth WOM marketing of NPO Givers participation Charitable cause Customer satisfaction PAGE PAGE IV 目 录 摘 要 I ABSTRACT II 1 绪论 1.1 选题背景 (1) 1.2 研究意义 (3) 1.3 研究思路及论文框架