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影響民眾對慈善機構捐款意圖之研究－動機與慎思行為理論觀點 = Facto...

余鉦菖

影響民眾對慈善機構捐款意圖之研究－動機與慎思行為理論觀點 = Factors Influencing an Individual's Charity Donation Intention: The Motivation and TRA Perspective

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Factors Influencing an Individual's Charity Donation Intention: The Motivation and TRA Perspective
作者:	余鉦菖,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民100
面頁冊數:	55葉圖，表格 : 30公分;
標題:	非營利組織
標題:	Nonprofit Organization (NPO)
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/12529420852823927311
附註:	參考書目：葉39-43
摘要註:	在台灣，隨著經濟的快速成長，社會越來越多元化，為了彌補政府能力上的缺口，屬於非營利組織一環的社會福利組織與慈善機構也不斷地在擴展，幫助社會上的弱勢團體與需要伸出援手的人們。在實現社會正義方面，非營利組織扮演著相當重要的角色，但大多數的社會福利組織與慈善機構都以仰賴各界的善心捐贈或申請政府補助為資金主要來源，並無固定的收入及盈餘，常落入資金的不足的困境當中，因此，如何號召人們前來捐款，乃是這些單位目前首重之議題。本研究以動機理論與慎思行為理論為基礎架構，根據訪談的結果將民眾捐款動機分類為「感性動機」與「理性動機」，藉此探討這些動機如何影響民眾的「捐款態度」，並進而促成其「捐款意圖」。此外，根據慎思行為理論，本研究亦探討「主觀規範」對於「捐款意圖」的影響。接下來，本研究透過問卷調查方式進行資料收集，共回收379份有效問卷，進行後續統計分析結果顯示，感性與理論動機對捐款態度均有顯著的影響，而捐款態度亦會顯著地影響捐款意圖。然而，主觀規範對捐款意圖的影響並未受到統計上顯著的支持。為了對民眾捐款意圖能有更深入的了解，本研究亦針對受測者的年齡與收入進行分群分析，結果顯示不同特質的民眾，其影響捐款態度與捐款意圖的因素亦有所不同。本研究根據研究結果提出建議，藉此給予社會福利組織與慈善機構在募款行動與行銷策略上，諸多的改善方針與方向，希望能有效提昇民眾的捐款意願。 Owing to the rapidly economic growth in recent decades, the society becomes more diversified. In order to offset the weak link of the government, more social welfare organizations are expanding to help the disadvantaged minorities and those who are in need of help. Nonprofit Organization (NPO) plays an important role in realizing social justice. However, most of the social welfare organizations and charity organizations rely on donations from the public and the funding from the government. Since there is no fixed income or surplus for those organizations, lack of capital becomes a common issue and causes concerns. Thus, how to increase funding is the primary goal for those organizations. This study is based on the "Motivation Theory" and "Theory of Reasoned Action " (TRA) and classifies the motivations of donators into two categories based on the result of field interviews: affective and rational motivation. How these two motivations influence the attitude toward donation and how it promotes the donation intention are investigated. Besides, based on TRA, this study also discusses how the subjective norm influences donation intention. This study collects data through a questionnaire design and the analyses are based on data collected from 379 respondents. The results show that both the affective and rational motivations positively affect the attitude toward donation, which then leads to donation intention. However, the relationship between subjective norm and donation intention cannot be supported by the result. In order to enhance our understanding about donation intention, this study performs further analyses by grouping respondents based on their age and income. Result indicates that the factors affecting donators’ attitude and intention varies by their characteristics. Based on these results, this study proposes some implications for marketing strategies and fund rising campaign, which will help social welfare organizations and charity organizations to stimulates or increase the public’s donation intention.

影響民眾對慈善機構捐款意圖之研究－動機與慎思行為理論觀點 = Factors Influencing an Individual's Charity Donation Intention: The Motivation and TRA Perspective
余, 鉦菖

影響民眾對慈善機構捐款意圖之研究－動機與慎思行為理論觀點 = Factors Influencing an Individual's Charity Donation Intention: The Motivation and TRA Perspective / 余鉦菖撰 - [高雄市] : 撰者, 民100. - 55葉 ; 圖，表格 ; 30公分.
參考書目：葉39-43.
非營利組織Nonprofit Organization (NPO)

影響民眾對慈善機構捐款意圖之研究－動機與慎思行為理論觀點 = Factors Influencing an Individual's Charity Donation Intention: The Motivation and TRA Perspective
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