教師資料查詢 | 類別: 期刊論文 | 教師: 張紘炬 Horng-jinh Chang (瀏覽個人網頁)

標題:Donor Experience Sharing, Why, and Who They Are?
學年
學期
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
語言英文
ISSN1017-1819
期刊性質國內
收錄於TSSCI;EI;
產學合作
通訊作者
審稿制度
國別中華民國
公開徵稿
出版型式,電子版,紙本
相關連結
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