期刊論文
| 學年 | 109 |
|---|---|
| 學期 | 2 |
| 出版（發表）日期 | 2021-06-30 |
| 作品名稱 | Donor Experience Sharing, Why, and Who They Are? |
| 作品名稱（其他語言） | |
| 著者 | Horng Jinh Chang; Ming Han Du |
| 單位 | |
| 出版者 | |
| 著錄名稱、卷期、頁數 | International Journal of Information and Management Sciences 32(2), p.177-193 |
| 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). |
| 關鍵字 | Non-profit marketing;Word-of-Mouth (WoM);Hedonic affection;Self-actualization;Mediation effect;PLS-SEM |
| 語言 | en |
| ISSN | 1017-1819 |
| 期刊性質 | 國內 |
| 收錄於 | TSSCI EI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | 是 |
| 國別 | TWN |
| 公開徵稿 | |
| 出版型式 | ,電子版,紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/120993 ) |