影响个人捐赠决策的感知特性及其维度结构——基于中国的实证经验

Perceptual Characteristics and Its Dimension Structure Influencing Individual Donation Decision——Based on Chinese Empirical Evidence

为了吸引个人捐助,非营利组织必需采取有针对性的营销手段来增加这一捐赠群体对该组织及其公益事业的良好感知,以满足他们的利他或利己需求,这说明影响个人捐赠行为决策的感知特性将值得探索。为此,本研究在中国文化传统背景下,运用探索性与验证性方法对影响个人捐赠行为决策的感知特性及维度结构进行了实证研究。结果表明:(1)在中国背景下,影响个人捐赠行为决策的感知特性有两个层面,即对非营利组织的感知与对公益事项的感知;(2)非营利组织感知层面,主要是个人捐赠者对运作绩效、品牌资产的感知,后者由品牌个性、形象及意识三个维度构成,而公益事项感知层面的结构分为5个维度,分别是公益事项效用、重要性、可参与性、可接近性及与价值观一致性。

In order to attract individuals' donation,nonprofit organizations must take a targeted marketing tool to increase potential donors' good perception on nonprofit organizations and public welfare establishments,and to meet the needs of their altruism or self-interest,which indicates that perceptual characteristics influencing individual donation decision will be worth exploring.Therefore,this paper made an empirical research upon perceptual characteristics and its dimension structure under Chinese traditional cultural background by using exploratory and confirmatory analysis methods.The results indicate that:(1) in Chinese context,there are two levels of perceptual characteristics influencing individual donation decision,namely nonprofit-specific perception and cause-specific perception;(2) as for the nonprofit-specific perception,it is mainly the perception on nonprofit operational performance and brand equity,and the cause-specific perception includes the perception on brand personality,brand image and brand awareness;while the dimension structure of the perception on the cause is consist of cause benefit,cause importance,cause participation,cause proximity and cause congruency with individual value.