非营利组织感知特性对个人捐赠行为影响研究
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摘要
非营利组织的社会功能定位及大量研究结果与数据显示，在我国和谐社会建设过程中，非营利组织愈显重要，然而资金匮乏已严重阻碍其发展。如何有效获取发展资金，尤其是如何吸引个人捐赠成为当前及未来所关注的重要问题之一及新发展趋势。为此，本论文基于个人捐赠者感知视角，在预研究(定性研究与定量研究阶段)、大样本问卷调查(实际的与潜在的个人捐赠者的538份有效问卷)及案例分析(基于中华慈善总会的个案对象)的实证研究基础上，确定了个人捐赠者在捐赠决策过程中对非营利组织特性的感知层面及各层面的关键感知要素，探讨了这些感知要素与个人捐赠行为间的关系模式，进而从个人、组织及外部捐赠环境层面揭示了影响关系模式的内在机制。
首先，研究结果确定了个人捐赠者在捐赠决策过程中对非营利组织特性的感知层面，即对非营利组织的感知与对公益事项的感知。其中，对非营利组织的感知主要是品牌资产感知，包含品牌个性、品牌形象及品牌意识三个构成维度；而对公益事项的感知包含事项效用、事项重要性、事项可接近性、事项可参与性及事项与个人价值观一致性。
其次，实证研究结果揭示了个人捐赠者两层面、八维度的感知与个人捐赠行为的关系模式，包含个人感知、捐赠意愿及捐赠行为三个层次。在关系模式中，品牌资产及公益事项属性与个人捐赠意愿有显著的正相关关系，与捐赠行为间的关系不显著，而且二者在影响个人捐赠意愿与行为时存在一些交互作用。同时，捐赠意愿会显著地影响捐赠行为，这表明在个人捐赠决策过程中，捐赠意愿在个人感知与实际行为决策之间扮演着“桥梁”角色。
最后，一方面运用总体样本验证了个人层面的自我概念及信任、承诺、组织层面的组织业务类型等因素对关系模式的影响作用。另一方面，将总体样本按当前的外部捐赠环境特征(即捐赠文化氛围及捐赠情境)组合划分为四组样本，进而验证了各种不同捐赠环境组合下自我概念及信任承诺对关系模式的内在影响机制，结果表明(1)无论在哪种外部捐赠环境特征下，信任承诺对关系模式的影响都很重要；(2)在不同的外部捐赠环境特征下，自我概念对关系模式的影响存在差异。
The social function of nonprofit organizations and the large number of research fruits and data showed that nonprofit organizations have become more and more important in the construction of Chinese harmonious society. Lack of funds, however, has hampered their development. How to effectively obtain their development funds, especially how to attract individual donation has become one of the important issues and the new trend at present an in the future. Therefore, based on dimension of individual donor's perception, according to the empirical researches including pilot study (qualitative and quantitative research stage), questionnaire study (538 valid respondents for the actual and potential individual donors) and case study (based on China Charity Federation), this dissertation establishes the perception levels on the attributes of nonprofit organization and key perceptual dimensions of each level in the giving process, explores these the relationship model between these perceptual factors and individual giving behavior, and then reveals the intrinsic influencing mechanisms of the relationship model.
Firstly, the results indicate the perception levels in the giving decision-making process for the individual donors, which are perception on the nonprofit and perception on its cause's attributes. And the former is mainly nonprofit brand equity and its three dimensions including brand personality, brand image and brand awareness; the latter is consist of cause benefit, cause importance, cause proximity, cause participation effort and congruency between cause and individual donor's value.
Secondly, the empirical results reveal the relationship model between the two levels and eight dimensions of individual perception and individual giving behavior. It is the relationship model of three levels including the individual perception, giving intention and giving behavior. In this model, nonprofit brand equity and cause attributes are positively related to individual donor's giving intention significantly, and not significantly to their actual giving behavior, moreover the two variables have some interaction effects on influencing individual donor's giving intention and behavior. At the same time, individual donor's giving intention should impact the their actual giving behavior significantly, which shows in the individual giving process, giving intention may play the important role of "bridge" between individual perception and actual behavior decision-making.
Lastly, on the one hand using the total sample to test the influencing role of self-concept, trust and commitment of individual level and organizational type of organizational level on the relationship model; on the other hand, dividing the total sample into four groups according to outside giving environment ( including giving cultural atmosphere and giving situation), and then we test the intrinsic influencing mechanisms of self-concept, trust and commitment on the relationship model under the each different giving environment, the results indicate (1) no matter which giving environment does the individual donor face, trust and commitment play the much more important role in influencing the relationship model; (2) under the different outside giving environment, there is some differences of the impact of self-concept on the relationship model.
首先，研究结果确定了个人捐赠者在捐赠决策过程中对非营利组织特性的感知层面，即对非营利组织的感知与对公益事项的感知。其中，对非营利组织的感知主要是品牌资产感知，包含品牌个性、品牌形象及品牌意识三个构成维度；而对公益事项的感知包含事项效用、事项重要性、事项可接近性、事项可参与性及事项与个人价值观一致性。
其次，实证研究结果揭示了个人捐赠者两层面、八维度的感知与个人捐赠行为的关系模式，包含个人感知、捐赠意愿及捐赠行为三个层次。在关系模式中，品牌资产及公益事项属性与个人捐赠意愿有显著的正相关关系，与捐赠行为间的关系不显著，而且二者在影响个人捐赠意愿与行为时存在一些交互作用。同时，捐赠意愿会显著地影响捐赠行为，这表明在个人捐赠决策过程中，捐赠意愿在个人感知与实际行为决策之间扮演着“桥梁”角色。
最后，一方面运用总体样本验证了个人层面的自我概念及信任、承诺、组织层面的组织业务类型等因素对关系模式的影响作用。另一方面，将总体样本按当前的外部捐赠环境特征(即捐赠文化氛围及捐赠情境)组合划分为四组样本，进而验证了各种不同捐赠环境组合下自我概念及信任承诺对关系模式的内在影响机制，结果表明(1)无论在哪种外部捐赠环境特征下，信任承诺对关系模式的影响都很重要；(2)在不同的外部捐赠环境特征下，自我概念对关系模式的影响存在差异。
The social function of nonprofit organizations and the large number of research fruits and data showed that nonprofit organizations have become more and more important in the construction of Chinese harmonious society. Lack of funds, however, has hampered their development. How to effectively obtain their development funds, especially how to attract individual donation has become one of the important issues and the new trend at present an in the future. Therefore, based on dimension of individual donor's perception, according to the empirical researches including pilot study (qualitative and quantitative research stage), questionnaire study (538 valid respondents for the actual and potential individual donors) and case study (based on China Charity Federation), this dissertation establishes the perception levels on the attributes of nonprofit organization and key perceptual dimensions of each level in the giving process, explores these the relationship model between these perceptual factors and individual giving behavior, and then reveals the intrinsic influencing mechanisms of the relationship model.
Firstly, the results indicate the perception levels in the giving decision-making process for the individual donors, which are perception on the nonprofit and perception on its cause's attributes. And the former is mainly nonprofit brand equity and its three dimensions including brand personality, brand image and brand awareness; the latter is consist of cause benefit, cause importance, cause proximity, cause participation effort and congruency between cause and individual donor's value.
Secondly, the empirical results reveal the relationship model between the two levels and eight dimensions of individual perception and individual giving behavior. It is the relationship model of three levels including the individual perception, giving intention and giving behavior. In this model, nonprofit brand equity and cause attributes are positively related to individual donor's giving intention significantly, and not significantly to their actual giving behavior, moreover the two variables have some interaction effects on influencing individual donor's giving intention and behavior. At the same time, individual donor's giving intention should impact the their actual giving behavior significantly, which shows in the individual giving process, giving intention may play the important role of "bridge" between individual perception and actual behavior decision-making.
Lastly, on the one hand using the total sample to test the influencing role of self-concept, trust and commitment of individual level and organizational type of organizational level on the relationship model; on the other hand, dividing the total sample into four groups according to outside giving environment ( including giving cultural atmosphere and giving situation), and then we test the intrinsic influencing mechanisms of self-concept, trust and commitment on the relationship model under the each different giving environment, the results indicate (1) no matter which giving environment does the individual donor face, trust and commitment play the much more important role in influencing the relationship model; (2) under the different outside giving environment, there is some differences of the impact of self-concept on the relationship model.
引文
[1] Salamon L M and Achier H K, et al. Global Civil Society: Dimensions of the Nonprofit Sector. U.S.A. The Johns Hopkins University, Maryland, 1999.
[2] 根据民政部的界定，非营利组织是指政府与企业之外的从事非营利性活动的所有社会组织，也可专指从事非营利活动的中介组织。
[3] 根据国家民政部(http://www.mca.gov.cn/)公布的民政事业发展统计报告及统计季报整理得到。
[4] 数据来源于李金胜于2007年7月16日发表在《经济参考报》中的《公益慈善立法何时纳入日程?公众深切期待》一文。
[1] 丁莉华．草根组织本土资源动员策略分析．清华大学公共管理学院硕士论文，2005年．
[1] 资料来源于《公益时报》记者窦丽丽2005年6月20日对徐永光及邓国胜采访后形成的文章《NGO如何解决资金难题》。
[2] 非营利组织特性众多，但基于个人感知的视角，本文仅仅考虑的是品牌资产及公益事项属性两个特性。
[1] 李刚．慈善劝募与企业公益的互动与双赢，http://www.ingo.org.cn/redirect.php?tid=4374&goto=lastpost．
[1] 辜胜阻．发展慈善捐赠事业 强化第三次分配．中国网，2006-3-10．
[1] 转引自贺远琼．企业整合市场环境与非市场环境的行为模式研究[D]．华中科技大学博士论文，2006，第4页．
[1] 摘引自杜兰英，石永东，康乐，杨春方．关于非营利组织公信力评估指标体系的探讨．经济纵横，2006，11：47．
[2] 摘引自菲利普．科特勒等．非营利组织战略营销(第五版)．北京：中国人民大学出版社，2003：14-15．
[3] 检索截止时间为2008年3月18日，起始时间为各数据库发布文献的年限；表中的数据是文献数量。
[1] 检索截止时间为2008年3月18日，起始时间为各数据库发布文献的年限；表中的数据是文献数量。
[2] 本项研究已经发表，详细分析结果可以参见侯俊东，杜兰英，李剑峰．国外营销学界关于非营利组织营销的研究及启示．华东经济管理，2009(2)：132-136。
[1] 在国家自然科学基金委员会项目库(http://isis.nsfc.gov.cn/portal/proj_search.asp)中查到的。
[1] 康晓光．权力的转移--转型时期中国权力格局的变迁．杭州：浙江人民出版社，1999：198．
[2] 摘引自王颖，折晓叶，孙炳耀．社会中间层--改革与中国社团组织．北京：中国发展出版社，1993：345．
[1] 详细的分析过程及结果已经发表，由于本论文篇幅有限，这里只列出了与本论文研究直接有关的研究结果，其他内容请参见：Mechanisms of power and action for cause-related marketing：Perspectives of enterprise and non-profit organizations. Baltic Journal of Management, 2008, Vol 3 No. 1,92-104.
[1] 据有关机构调查，在中国全面小康进程中，2007年最受公众关注的十大焦点问题是：医疗制度改革、物价、房地产价格、贫富差距、腐败问题、环境保护、礼会保障、食品安全、就业问题以及社会治安。
[2] 详细的分类统计情况可以参见中国社会组织网，http://www.chinanpo.gov.cn/web/index.do。
[1] 摘自 http://www.hudong.com/wiki/%E5%90%8D%E4%B9%89%E7%BE%A4%E4%BD%93%E6%B3%95.
[1] 摘自http://street106.blog.sohu.com/45296413.html.
[2] Douglas(1985)认为包含8-10位成员的焦点小组规模是非常合适用来进行某一主题的探讨，而且也不用担心过度饱和而导致的效果不佳问题。
[1] 李利．用行动培养捐赠文化．新浪网，gongyi.sina.com.cn/gyzx/2008-04-26/11311509.html，2008-4-26．
[2] 余永胜．“为富则仁”--华人社会应提倡“捐赠文化”．新华网，http://news.xinhuanet.com/overseas/2006-08/30/content_5026214.htm, 2006-8-30.
[1] Robinson，Shaver & Wrightsman．杨中芳译，性格与社会心理测量总览[M]．华人本土心理研究基金会赞助出版，1997年1月，pp．867-873．
[1] 贺远琼(2006)指出尽管题项筛选时有一些量化的标准，但题项最终是否删除还应该考虑理论上的依据。如果有强烈的理论支撑该题项，也可以考虑不删除。
[2] 摘引自苏蘅在其1986年的著作《传播研究方法》中给出的定义。
[1] 中华慈善总会．2008年中华慈善总会工作总结报告[EB／OL／．www.mca.gov.cn/article//zwgk/gzdt/200902/20090200026734.shtml, 2009-2-18.
[2] 由于本研究中的案例研究选取的是个案，为此组织类型在个人捐赠行为关系模式中的作用无法进行验证，此处也将其忽略。
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[2] 根据民政部的界定，非营利组织是指政府与企业之外的从事非营利性活动的所有社会组织，也可专指从事非营利活动的中介组织。
[3] 根据国家民政部(http://www.mca.gov.cn/)公布的民政事业发展统计报告及统计季报整理得到。
[4] 数据来源于李金胜于2007年7月16日发表在《经济参考报》中的《公益慈善立法何时纳入日程?公众深切期待》一文。
[1] 丁莉华．草根组织本土资源动员策略分析．清华大学公共管理学院硕士论文，2005年．
[1] 资料来源于《公益时报》记者窦丽丽2005年6月20日对徐永光及邓国胜采访后形成的文章《NGO如何解决资金难题》。
[2] 非营利组织特性众多，但基于个人感知的视角，本文仅仅考虑的是品牌资产及公益事项属性两个特性。
[1] 李刚．慈善劝募与企业公益的互动与双赢，http://www.ingo.org.cn/redirect.php?tid=4374&goto=lastpost．
[1] 辜胜阻．发展慈善捐赠事业 强化第三次分配．中国网，2006-3-10．
[1] 转引自贺远琼．企业整合市场环境与非市场环境的行为模式研究[D]．华中科技大学博士论文，2006，第4页．
[1] 摘引自杜兰英，石永东，康乐，杨春方．关于非营利组织公信力评估指标体系的探讨．经济纵横，2006，11：47．
[2] 摘引自菲利普．科特勒等．非营利组织战略营销(第五版)．北京：中国人民大学出版社，2003：14-15．
[3] 检索截止时间为2008年3月18日，起始时间为各数据库发布文献的年限；表中的数据是文献数量。
[1] 检索截止时间为2008年3月18日，起始时间为各数据库发布文献的年限；表中的数据是文献数量。
[2] 本项研究已经发表，详细分析结果可以参见侯俊东，杜兰英，李剑峰．国外营销学界关于非营利组织营销的研究及启示．华东经济管理，2009(2)：132-136。
[1] 在国家自然科学基金委员会项目库(http://isis.nsfc.gov.cn/portal/proj_search.asp)中查到的。
[1] 康晓光．权力的转移--转型时期中国权力格局的变迁．杭州：浙江人民出版社，1999：198．
[2] 摘引自王颖，折晓叶，孙炳耀．社会中间层--改革与中国社团组织．北京：中国发展出版社，1993：345．
[1] 详细的分析过程及结果已经发表，由于本论文篇幅有限，这里只列出了与本论文研究直接有关的研究结果，其他内容请参见：Mechanisms of power and action for cause-related marketing：Perspectives of enterprise and non-profit organizations. Baltic Journal of Management, 2008, Vol 3 No. 1,92-104.
[1] 据有关机构调查，在中国全面小康进程中，2007年最受公众关注的十大焦点问题是：医疗制度改革、物价、房地产价格、贫富差距、腐败问题、环境保护、礼会保障、食品安全、就业问题以及社会治安。
[2] 详细的分类统计情况可以参见中国社会组织网，http://www.chinanpo.gov.cn/web/index.do。
[1] 摘自 http://www.hudong.com/wiki/%E5%90%8D%E4%B9%89%E7%BE%A4%E4%BD%93%E6%B3%95.
[1] 摘自http://street106.blog.sohu.com/45296413.html.
[2] Douglas(1985)认为包含8-10位成员的焦点小组规模是非常合适用来进行某一主题的探讨，而且也不用担心过度饱和而导致的效果不佳问题。
[1] 李利．用行动培养捐赠文化．新浪网，gongyi.sina.com.cn/gyzx/2008-04-26/11311509.html，2008-4-26．
[2] 余永胜．“为富则仁”--华人社会应提倡“捐赠文化”．新华网，http://news.xinhuanet.com/overseas/2006-08/30/content_5026214.htm, 2006-8-30.
[1] Robinson，Shaver & Wrightsman．杨中芳译，性格与社会心理测量总览[M]．华人本土心理研究基金会赞助出版，1997年1月，pp．867-873．
[1] 贺远琼(2006)指出尽管题项筛选时有一些量化的标准，但题项最终是否删除还应该考虑理论上的依据。如果有强烈的理论支撑该题项，也可以考虑不删除。
[2] 摘引自苏蘅在其1986年的著作《传播研究方法》中给出的定义。
[1] 中华慈善总会．2008年中华慈善总会工作总结报告[EB／OL／．www.mca.gov.cn/article//zwgk/gzdt/200902/20090200026734.shtml, 2009-2-18.
[2] 由于本研究中的案例研究选取的是个案，为此组织类型在个人捐赠行为关系模式中的作用无法进行验证，此处也将其忽略。
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