基于感知视角的非营利组织服务质量、捐赠效用对个人捐赠意愿影响研究

采用实证的方法验证非营利组织服务质量感知及捐赠效用感知2个构念的子维度结构,并对非营利组织服务质量感知、捐赠效用感知及其子维度与个人捐赠意愿的关系进行了分析。研究发现:非营利组织沟通质量、组织响应是个人捐赠者对非营利组织服务质量感知的2个子维度;显性效用、情绪性效用、家庭性效用是个人捐赠者对非营利组织捐赠效用感知的3个子维度;非营利组织的服务质量感知及其2个子维度包括沟通质量和组织响应正向显著影响个人捐赠意愿;捐赠效用感知负向显著影响个人捐赠意愿,其3个子维度中显性效用对个人捐赠意愿有显著的负向影响,情绪性效用和家庭性效用对个人捐赠意愿没有显著影响。

An Empirical Study on the Relationship between Nonprofit’s Service Quality and Benefits and Individual Giving Intention from Perspective of Individual Perception

The structures of two variables including perceived service quality and perceived benefits,and the relationships between the perceived service quality,perceived benefits and their sub-dimensions and individual giving intention are analyzed by empirical methods.The results show that communication quality and response are the two sub-dimensions of the nonprofit’s perceived service quality;demonstrable utility,emotional utility and familial utility are the three sub-dimensions of the nonprofit’s perceived benefits;perceived service quality and its two sub-dimensions including communication quality and response are positively related to individual giving intention significantly;perceived benefits is negatively related to individual giving intention significantly and among the three sub-dimensions,demonstrable utility has negative influence on individual giving intention significantly while emotional utility and familial utility have no significant influence on individual giving intention.