Donor Experience Sharing, Why, and Who They Are?
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
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