非营利组织对话沟通水平评价及其对捐赠收入的影响——基于微博环境下中国基金会的实证分析

Evaluation of dialogical communication levels of nonprofit organizations and their effects on the income from donations——Empirical analysis on foundations in China in microblog circumstance

基于对话沟通理论,从粘性、创造回访、对话循环和信息有用性等4个维度评价了114家基金会使用微博与公众进行对话沟通的水平。结果表明,基金会在微博粘性、创造回访及对话循环等3个方面整体水平偏低,公募基金会与非公募基金会在不同指标上表现各有优劣。在微博使用策略方面,当前基金会主要采用推出策略和拉进策略来使用微博,将微博作为发布信息、知识传播和简单交互的工具,并没有将微博使用提升到知识创造的战略层面上。基于此,进一步分析了微博对话沟通水平对组织捐赠收入的影响。研究发现:微博对话沟通水平更高的公募基金会接收到的捐赠收入更多,但对于非公募基金会,微博对话沟通水平对其捐赠收入的影响并不显著。

According to the dialogical communication theory,the levels of 114 foundations conducting dialogical communications with the public in microblog are evaluated in the regards of stickiness,return visit,dialogue cycle and information usefulness. The results show as follows. The levels of foundations are low in general in microblogging stickiness,return visit and dialogue cycle. The public and nonpublic foundations perform their advantages and disadvantages in different indexes. Nowadays in microblog usage strategy,foundations adopt the promotion and attraction tactics,and regard microblog as the tool for publishing information,spreading knowledge and simple interaction,instead of upgrading microblog usage to the strategic level of knowledge creation. Meanwhile the effect of dialogical communication levels in microblog on the income from donations is analyzed. The result shows that the public foundations with higher dialogical communication levels in microblog have received more donations. But in the nonpublic foundations,dialogical communication levels in microblog have insignificant effect on their income from donations.