關鍵字查詢 | 類別:期刊論文 | | 關鍵字:Donor Experience Sharing

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序號 學年期 教師動態
1 109/2 管科系 張紘炬 教授 期刊論文 發佈 Donor Experience Sharing, Why, and Who They Are? , [109-2] :Donor Experience Sharing, Why, and Who They Are?期刊論文Donor Experience Sharing, Why, and Who They Are?Horng Jinh Chang; Ming Han DuNon-profit marketing;Word-of-Mouth (WoM);Hedonic affection;Self-actualization;Mediation effect;PLS-SEMInternational Journal of Information and Management Sciences,32(2),p.177-193Despite 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 ana
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