怀旧倾向对个人捐赠意愿的影响研究

发布时间：2018-06-14 17:34

本文选题：怀旧倾向 + 怀旧强度　；参考：《东华大学》2013年博士论文

【摘要】：近几年来,中国自然灾害频发,从2008年的低温雨雪冰冻灾害、5· 12汶川特大地震、到2010年玉树地震、舟曲泥石流、2011年的中国南方的洪灾、旱灾……这些自然灾害促进慈善事业取得了一定的进步,但我国慈善事业同时也出现了不少问题:公众捐赠意愿与捐赠水平仍然较低;公众对慈善组织的信任程度不高;中小慈善组织发展缓慢;捐赠者持续的向某个慈善机构进行捐赠的意愿不强等等。而在国外,近两年也出现了捐赠意愿与水平下降的趋势。如何让更多的人参与捐赠,让捐赠者捐更多的钱物,让捐赠者持续的向一个慈善机构进行捐赠成为中外学者关心的一个重大课题。国内外的社会学者、经济学者、管理学者、心理学者和相关机构围绕这些问题,对慈善捐赠从宏观政策法规、中观行业结构、微观捐赠行为层面展开了研究,也取得了很多研究成果。本文借助消费者行为学的研究范式,尝试从慈善组织的微观视角来分析其"顾客"——捐赠者的怀旧心理,试图论证捐赠者怀旧情感通过"捐赠者-慈善组织关系"(特别是其中的信任与关系承诺维度)的中介而影响捐赠意愿。本文在对慈善组织的顾客心理分析的基础上,为慈善组织管理者其设计出怀旧营销的操作策略,以吸引更多新的捐赠者加入到该组织的慈善捐赠中来,激发现有的捐赠者增加慈善捐赠的数量与频率,提高捐赠者对该慈善组织的重复捐赠的次数与捐赠忠诚度,最终提升慈善组织的整体绩效与竞争力。本文从以下几个方面开展研究:1、问题的提出与研究规划。首先分析我国慈善捐赠的发展状况,提出我国慈善组织发展中存在的突出问题;其次介绍了本文的分析视角——捐赠者的怀旧心理,假设慈善组织通过各种策略来激发捐赠者的怀旧情感,可以提高捐赠者的捐赠意愿。最后,本文提出具体的研究方案。2、文献综述。首先对个人慈善捐赠行为的内涵、影响因素、动机、决策模型等进行了回顾;其次,对怀旧情感的定义、类型、现有研究主题、影响因素、营销功能等进行了回顾;再次,对消费者-品牌关系进行了文献回顾,特别是其核心变量信任与承诺的相关文献进行了综述。最后,对慈善捐赠、怀旧情感的现有研究进行综合评述。3、理论模型与研究假设。首先理论推导了本研究的逻辑模型,并对其进行拓展,形成具体的"怀旧情感-关系变量-捐赠行为"研究理论模型。其次,针对理论模型中的变量关系提出了研究假设。4、测项产生与小样本验证。首先通过对国内外研究文献的分析,收集整理理论模型中各变量测量量表,并根据本研究的研究视角遴选相对成熟的作为基础量表库。其次,为了保证各变量的测量有效性,我们在基础量表库的基础上,结合我国文化特点进行内容修改,编制出初始量表,进行小样本验证。最后,通过小样本调查,利用描述统计、相关分析、因素负荷量等项目分析工具来对量表题项进行修订。通过对小样本数据的分析,我们初步优化了测量项目,为大样本调查作准备。5、大规模调查和假设检验。首先,通过调查问卷的发放与回收,进行样本的描述性统计;通过大样本数据,再次通过描述统计、相关分析、因素分析等方法进行项目分析,评价测量的效度和信度。通过探索性和验证性因子分析、结构方程模型分析,检验所提出的假设和理论模型是否成立。通过对以上内容的分析,本文得出以下结论:1、人怀旧倾向的主要影响因素有:不安全感、过往经历、孤独、从悲伤中恢复等。2、在慈善捐赠情景中,怀旧强度可以表征为捐赠动机中的亲友效应(强度)和情感效应(强度)两个维度。怀旧倾向正向的影响亲友强度和情感强度。但怀旧强度可能还有其他维度,而且其影响因素除了怀旧倾向外,其他因素也尚待研究。3、捐赠者对慈善组织的信任感的来源,除了慈善组织自身提升绩效、及时反馈、高效沟通等(Sargearnt,2006)外,本研究发现,捐赠者的个人心理变量,如本文的怀旧情感也是一个重要的因素。捐赠者的怀旧强度越大,他对慈善组织的信任感越强。4、从关系营销的视角来看,关系承诺是决定消费者购买行为的最关键变量。在慈善捐赠研究的情景中,捐赠者对慈善组织的关系承诺,对其捐赠意愿和捐赠行为有重大的影响。5、捐赠背景下的关系承诺,主要来源是情感强度,其次是信任,再次是亲友强度。信任的高低直接影响了 "捐赠者-慈善组织"的关系承诺的高低。不过捐赠者怀旧情感对关系承诺的贡献更大,慈善组织要想提高捐赠水平,应该把更大的精力放在与捐赠者的心理沟通,激发其怀旧情感(还包括其他情感)上。在前人研究的基础上,本文在以下几个方面进行了创新:1、不同于怀旧怀旧情感分类的横向研究视角,本文基于怀旧情感产生过程,提出怀旧情感的两个层次:内隐层的怀旧倾向和外显层的怀旧强度,另外本文还开发了怀旧强度的两个维度:亲友强度和情感强度。怀旧强度通过捐赠动机中的亲友效用强度和情感效用强度来表征。2、本文不同于传统怀旧情感直接作用于消费(捐赠)决策的研究思路,找出了一条怀旧情感心理变量向行为变量转换的新路径。怀旧情感不会直接作用于消费决策,它与具体的行为变量之间存在"捐赠者-慈善组织"关系的中介效应。本文研究结果表明怀旧情感中的怀旧强度正向的影响了"捐赠者-慈善组织"关系(若干维度如信任、承诺),进而影响捐赠意愿,从而把怀旧这一心理变量转化为了捐赠决策这一行为变量。3、怀旧理论在经济管理中的应用,以前主要集中在老品牌激活、产品开发、广告、包装等领域,本文尝试探讨个人怀旧情感在慈善捐赠领域的新应用,研究成果为慈善组织开展营销沟通提出了捐赠者怀旧心理分析的新视角。医疗疾病、教育等类型机构管理者可以设计怀旧沟通诉求,唤起捐赠者怀旧情感,可以利用怀旧情感来进行有效的市场细分和定位,利用怀旧社群的沟通机制,提升整个社群的捐赠意愿与捐赠水平。
[Abstract]:In recent years, natural disasters have occurred frequently in China, from the cold rain and snow disaster in 2008, the 5. 12 Wenchuan earthquake, the Yushu earthquake in 2010, the Zhouqu debris flow, the flood and drought in southern China in 2011. These natural disasters have made certain progress in the charity cause, but there are many problems in our country's Philanthropy at the same time: the public also have many problems: the public also have many problems: the public The willingness to donate and the level of donations are still low; the public's confidence in charitable organizations is not high; the development of small and medium charitable organizations is slow; the willingness of donors to continue to donate to a charity is not strong. It is a major issue for scholars and scholars at home and abroad to donate more money and material to give donations to a charity. The domestic and foreign sociologists, economists, managers, psychologists and related institutions around these issues, from the macro and macro policies and regulations, the medium view industry structure, the micro donation behavior layer. With the help of the research paradigm of consumer behavior, this paper tries to analyze the nostalgia of the "customer" - the donor from the microscopic perspective of the charitable organization, trying to demonstrate that the donor's nostalgia emotion passes through the "donor charity group relationship" (especially the trust and relationship commitment dimension). On the basis of the psychological analysis of the charitable organizations, this article designs a nostalgic marketing operation strategy for the charitable organization managers to attract more new donors to join the charity donation to the organization, to stimulate the number and frequency of the present donors to increase the charitable donation, and to improve the donors. The number of repeated donations and the loyalty degree of the charity, and ultimately improve the overall performance and competitiveness of the charity organization. This paper studies the following aspects: 1, the issue and research plan. First, the development of charitable donations in China is analyzed, and the outstanding problems in the development of good good organizations in China are put forward; secondly, it is introduced. From the perspective of this analysis - the nostalgia of the donor, it is assumed that charitable organizations can stimulate the nostalgia of the donors through various strategies and improve the donor's willingness to donate. Finally, this paper puts forward a specific research scheme.2, a literature review. First, the connotation, influence factors, motivation and decision-making model of individual charitable donations are introduced. Secondly, we reviewed the definition, types, existing research topics, influencing factors and marketing functions of nostalgia, and reviewed the literature on the relationship between consumer and brand, especially the related literature on trust and commitment of its core variables. Finally, the existing research on charity donation and nostalgia emotion was summarized. .3, theoretical model and research hypothesis are commented. First, the logical model of this study is derived, and it is extended to form a specific theoretical model of "nostalgic emotion relation variable - donation behavior". Secondly, a study of false.4 is proposed for the relation of variables in the theoretical model. The analysis of the internal and external research literature, collects and collects the measurement scales of the variables in the theoretical model, and selects the relatively mature base scale library according to the research perspective of this study. Secondly, in order to ensure the effectiveness of the measurement of the variables, on the basis of the basic scale library, we combine the cultural characteristics of our country to make the content modification, and make out the initial quantity. In the end, we have revised the item items by means of descriptive statistics, correlation analysis, factor load and so on. Through the analysis of the small sample data, we have preliminarily optimized the measurement items to prepare the.5, large-scale investigation and hypothesis test for the large sample survey. First, through the adjustment. The distribution and recovery of the questionnaire, the descriptive statistics of the samples; through the large sample data, through the descriptive statistics, the correlation analysis, the factor analysis and other methods to carry out the project analysis, evaluate the validity and reliability of the measurement. Through the exploratory and confirmatory factor analysis, the structural formula analysis, the hypothesis and the theoretical model proposed by the test. Through the analysis of the above content, the following conclusions are drawn: 1, the main factors affecting the tendency of nostalgia are: insecurity, past experience, loneliness, and recovery from sadness, such as.2. In the situation of charity donation, the nostalgia intensity can be characterized as two dimensions of the relatives and friends effect (intensity) and emotional effect (intensity) in the donation motivation. The tendency positively affects the intensity and emotional intensity of relatives and friends. But the nostalgia intensity may have other dimensions, besides the nostalgia, other factors still need to be studied.3, the source of the trust of the donor to charitable organizations, in addition to the performance of the charitable organization, the timely feedback, the efficient communication, and so on (Sargearnt, 2006). It is found that the individual psychological variables of the donor, such as the nostalgia of this article, are also an important factor. The greater the nostalgia of the donor, the stronger his trust in the charity is.4. From the perspective of the relationship marketing, the relationship commitment is the key variable to determine the consumer's purchase behavior. In the scene of the charity donation study, the donor is a donor. The relationship commitment to the charitable organization has a great influence on the willingness to donate and the donation behavior. The relationship commitment under the background of donation is.5, the main source is the emotional intensity, the second is the trust, and the other is the intensity of the relatives and friends. The level of trust has a direct influence on the relationship commitment of the "donor charity organization". The contribution of the commitment is greater. In order to improve the donation level, the charitable organization should put more energy on the psychological communication with the donor and stimulate its nostalgic emotion (including other emotions). On the basis of the previous research, this article has made innovations in the following aspects: 1, different from the horizontal research perspective of the classification of nostalgia and nostalgia, this paper Based on the process of nostalgia emotion production, the two levels of nostalgic emotion are proposed: the nostalgia tendency of the implicit layer and the nostalgia intensity of the explicit layer. In addition, this paper also develops two dimensions of the nostalgia intensity: the intensity and the emotional intensity of the relatives and friends. The nostalgic intensity characterizing.2 by the utility intensity and the emotional utility intensity of the relatives and friends in the donation motivation. The traditional nostalgic emotion directly affects the decision-making of consumption (donation), and finds a new path for the conversion of nostalgic emotional variables to behavioral variables. Nostalgic emotion does not directly affect the consumption decision. It has the intermediary effect of "donor charity" relationship with specific behavioral variables. The results of this paper show that the relationship between the nostalgic emotion and the specific behavior variables is the intermediary effect. Nostalgia in nostalgia has a positive impact on the "donor charity" relationship (a number of dimensions such as trust, commitment), and then influence the willingness to donate, thus transforming the psychological variable of nostalgia to the behavioral variable.3, the application of the nostalgia theory in the economic management, which was previously concentrated on the activation of the old brand and the production of the product. In the field of hair, advertising, packaging and other fields, this article tries to explore the new application of personal nostalgia in the field of charity donation. The research results have put forward a new perspective for the donor nostalgia psychological analysis for charitable organizations to carry out marketing communication. Medical diseases, education and other types of institutional managers can set up the nostalgia communication demands and arouse the nostalgic feelings of the donors. Using nostalgia to carry out effective market segmentation and positioning, using the communication mechanism of nostalgia community to enhance the donation and willingness of the whole community.
【学位授予单位】：东华大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：D632.9

【相似文献】