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Title page for etd-0724118-215342


URN etd-0724118-215342 Statistics This thesis had been viewed 134 times. Download 0 times.
Author Yen-Hsi Shih
Author's Email Address No Public.
Department Information Management
Year 2017 Semester 2
Degree Master Type of Document Master's Thesis
Language zh-TW.Big5 Chinese Page Count 66
Title An Explorative Study on Experiential Modules Affecting Intention of Continuous Donation
Keyword
  • Crowdfunding
  • Repeat donation intention
  • Experiential marketing
  • Charitable organizations
  • Charitable organizations
  • Experiential marketing
  • Repeat donation intention
  • Crowdfunding
  • Abstract In the highly developed "Internet Plus" environment of digital network and communication technology, people are expected to more easily access and search information about charities or fundraising activities media through the “electronic media” channel. In terms of the generosity of unpaid donations, they are mostly randomly improvised contributions, which are inherently unpredictable. For charity organizations or groups that rely on people’s generosity to promote and maintain operations, the uncertainty of resources often leads to unsustainable, financial difficulty. Therefore, as the rise of the crowdfunding platform, it provides a brighter future and prospect of giving innovation agencies and organizations the opportunity to raise funds. The previous fundraising activities for continuous donation activities were rarely discussed, so this study combined the research results of the Beldad & van Hoof (2014) on the factors affecting continuing donations and the behavioral structure of the Schmitt (1999) experiential grid. From the point of view of the strategy module, the “behavioral experience” of the experiential grid is an intermediary between “attitude” and “intention”. It discusses the impact of continuous donation attitude on behavioral experience and behavioral experience on continuing donation intention.
    In this study, quantitative analysis was used to conduct research on subjects who had experience of donation. The 193 valid samples were collected from the internet. The research framework was verified by using the least square method (PLS). The results of the study show that continuing donation attitudes have a positive effect on behavioral experience, while behavioral experience also has a positive effect on continuing donation intentions. In hence, if charities or fundraising activities need to promote donors to keep donate constant in the future, they can use different experience strategies between experience medium and behavioral experience in the experiential grid to stimulate or strengthen the donors' experience to increase the numbers of times of donation action. Based on the results, this study will provide a strategic reference for charity fundraising activities and a research direction for academicians in the future.
    Advisor Committee
  • Shu-Chiung Lin - advisor
  • none - co-chair
  • none - co-chair
  • Files indicate in-campus access at 5 years and off-campus not accessible
    Date of Defense 2018-07-12 Date of Submission 2018-07-24


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