4RANGANATHAN S K, HENLEY W H. Determinants of Charitable Donation Intentions: A Structural Equation Model [J]. International Journal of Nonprofit and Voluntary Sector Marketing, 2008, 13(1): 1-11.
5CHARITIESAID FOUNDATION. The World Giving Index 2010 [R]. West Mailing, UK: Charities Aid Foundation, 2010.
6GUY B S, PATTON W E. The Marketing of Altruistic Causes: Understanding Why People Help [J]. Journal of Services Marketing, 1989, 2(1): 5-16.
7BURNETT J J, WOOD V R. A Proposed Model of the Donation Decision Process [C]//HIRSCHMAN E, SHETH J. Research in Consumer Behavior. Greenwich, CT: JAI Press,1988:1-47.
8MILNE G R, GORDON M E. Direct Mail Privacy- Efficiency Trade-offs Within an Implied Social Contract Framework [J]. Journal of Public Policy & Marketing, 1993, 12(2): 206-215.
9GRONROOS C. Marketing in Service Firms [M]. Stockholm: Liber, 1983.
10PARASURAMAN A,ZEITHAML V A, BERRY L L. SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality [J]. Journal of Retailing, 1988, 64(1): 12-40.