3Bendapudi, N. &S. N. Singh, V. Bendapudi. Enhancing Helping Behavior: An Intergrated Frameworkfor Promo- tion Planning [ J ]. Journal of Marketing, 1996,60 ( 3 ) : 33-49.
4Americus II, Reed & Karl Aquino, Eric Levy. Moral Iden- tity and Judgments of Charitable Behaviors [ J ]. Journal of Marketing,2007,71 ( 1 ) : 178-193.
5SalamonL. &W. Soldowski. Volunteering in Cross-Nation- alPerspective : Evience from 24 Countries [ M ]. Working Papers of the Johns Hopkins, Comparative Nonprofit Sec- tor Project. Baltimore, MD, USA : he Johns Hopkins Uni- versity,Institute for Policy Studies,2001.
7Steel, K. Managing Corporate and employee unlunter pro- grams [ M ]. In T. D. Connors (Ed), The volunteer Man- agement handbook. New York :John Wiley&Sons, 1995.
8Boateng, JV. Enhancing Business-Community Relations : Corporate Responsibility Movement Case Study [ J/OL]. [2010-10-06 ]. www. new-academy, ac. uk ,2003.
9Cook, C. "Reach out to Youth-their Way", E-vlunteerism [ J/OL]. [ 2010-10-06 ]. http:// e-vlunteerism, com/ quarterly/04apr/-cook, html,2004.