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

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

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。

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-di- mensions 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 commu- nication quality and response are positively related to individual giving intention significantly; per- ceived 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.