非营利组织文化对个人捐赠决策影响研究

发布时间：2018-02-27 16:40

本文关键词： 非营利组织组织文化个人捐赠捐赠意愿捐赠行为　出处：《华中科技大学》2013年博士论文　论文类型：学位论文

【摘要】：伴随着我国经济体制和行政体制改革的推进,政府在经济管理和资源配置方面的功能也逐渐减弱,非营利组织已经发展成为推动社会进步的一股重要力量。然而非营利组织性质决定了其既不像政府部门拥有固定的财政收入,也不能像企业通过市场获得收益,因此资金短缺、筹资困难成为非营利组织面临的主要问题。过于依赖政府资助、缺少自创性收入以及偏低的社会捐赠比例是我国非营利组织筹资困难的具体表现,而这些已经严重阻碍其发展。如何能较好的解决非营利组织筹资困境,西方发达国家主要是依靠鼓励个人和公众捐赠,个人捐赠占到非营利组织总体收入的70%以上,占到国家GDP总量的2%-3%。而我国对个人捐赠却一直未予以重视,个人捐赠在非营利组织整体收入中所占比重不超过30%,占国家GDP总量更是不足0.2%。因此,本论文瞄准个人捐赠者来展开研究。经过对国内外个人捐赠研究进行梳理,发现研究主要集中于借助社会学、心理学以及人口统计学相关理论从个人以及外部环境角度分析影响个人捐赠行为的因素,较少从非营利组织吸引的视角来研究个人捐赠行为。然而,有部分学者提出,个人捐赠行为类似于普通消费者行为,因此非营利组织可以借助营销等手段通过增加自身吸引力来刺激个人捐赠者的捐赠行为。鉴于此,本论文基于一个崭新的视角——非营利组织文化去研究个人捐赠决策。在相关理论回顾和大样本问卷调查的实证研究基础上,确定了非营利组织文化的构成要素,探讨了这些文化要素与个人捐赠决策之间的关系模式,并且从非营利组织、个人、外部环境综合考虑提出了影响个人决策的综合机制。基于以上理论探讨和实证分析,本文得到了如下主要研究成果： (1)本论文通过对个人捐赠者的大样本调研确定了能被捐赠者感知的非营利组织文化八个维度的构成要素,包括目标愿景、公众导向、组织制度、创新意识、参与性、组织形象、以及协调方式。 (2)通过大样本的实证研究揭示了非营利组织文化与个人捐赠意愿和捐赠行为之间的关系模式。在此关系模式之中,捐赠意愿会显著地影响捐赠行为；非营利组织文化对个人捐赠意愿有着显著的正影响而对个人捐赠行为的影响不显著； (3)通过大样本实证调研验证了捐赠者对非营利组织的文化认同在组织文化与个人捐赠决策关系模式的中介作用。并验证了非营利组织类型、外部捐赠环境以及捐赠者内生动机对关系模式的影响作用。
[Abstract]:With the development of economic and administrative system reform in China, the functions of the government in economic management and resource allocation have gradually weakened. Non-profit organizations have developed into an important force to promote social progress. However, the nature of non-profit organizations determines that they do not have fixed revenue like government departments, nor can they obtain income through the market like enterprises, so they are short of funds. The difficulty of raising funds has become the main problem faced by non-profit organizations. The lack of self-generated income and the low proportion of social donations are the concrete manifestations of the financing difficulties of non-profit organizations in China. And these have seriously hindered its development. How to solve the financing dilemma of non-profit organizations? Western developed countries mainly rely on encouraging individuals and the public to donate. Personal donations account for more than 70% of the total income of non-profit organizations. It accounts for 2 to 3 percent of the total GDP of the country. However, our country has not paid much attention to individual donations. The proportion of individual donations in the overall income of non-profit organizations is not more than 30 percent, and the proportion of individual donations in the total amount of national GDP is even less than 0.2 percent. This thesis aims at individual donors to carry out the research. After combing the research on individual donation at home and abroad, it is found that the research is mainly focused on sociology. Psychology and related theories of demographics analyze the factors that influence individual donation behavior from the angle of individual and external environment, and seldom study individual donation behavior from the angle of attraction of non-profit organizations. However, some scholars have suggested that, Personal donation behavior is similar to that of ordinary consumers, so non-profit organizations can use marketing and other means to stimulate individual donors' giving behavior by increasing their own attractiveness. In view of this, this thesis based on a new perspective-non-profit organization culture to study individual donation decision-making. On the basis of relevant theoretical review and empirical research of large sample questionnaire survey, this paper determines the constituent elements of non-profit organization culture. This paper probes into the relationship between these cultural elements and individual donation decision making, and puts forward a comprehensive mechanism for influencing individual decision-making from the comprehensive consideration of non-profit organizations, individuals and external environments. Based on the above theoretical discussion and empirical analysis, this paper obtains the following main research results:. 1) based on a large sample of individual donors, this paper determines the elements of the eight dimensions of non-profit organization culture that can be perceived by donors, including goal vision, public orientation, organizational system, innovation consciousness, participation, organization image, etc. And the way of coordination. (2) through the empirical research of large sample, this paper reveals the relationship model between non-profit organization culture and individual donation intention and behavior. In this relationship model, donation intention will significantly affect donation behavior; Non-profit organization culture has significant positive influence on individual donation intention, but not on individual donation behavior. 3) through a large sample of empirical research, this paper verifies the intermediary role of donors' cultural identity to non-profit organizations in the model of organizational culture and individual donation decision-making, and verifies the types of non-profit organizations. The influence of external donation environment and donor's endogenous motivation on the relationship model.
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：D632.9;C934

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