An Empirical Study on the Relationship between Nonprofit’s Service Quality and Benefits and Individual Giving Intention from Perspective of Individual Perception
DU Lan-Yang, ZHAO Fen-Fen, HOU Jun-Dong
1. Huazhong University of Science and Technology, Wuhan, China; 2. China University of Geosciences, Wuhan, China
The structures of two variables including perceived service quality and perceived benefits, and the relationships between the perceived service quality, perceived benefits and their subdimensions and individual giving intention are analyzed by empirical methods. The results show that communication quality and response are the two subdimensions of the nonprofit’s perceived service quality; demonstrable utility, emotional utility and familial utility are the three subdimensions of the nonprofit’s perceived benefits; perceived service quality and its two subdimensions including communication quality and response are positively related to individual giving intention significantly; perceived benefits is negatively related to individual giving intention significantly and among the three subdimensions, demonstrable utility has negative influence on individual giving intention significantly while emotional utility and familial utility have no significant influence on individual giving intention.
杜兰英,赵芬芬,侯俊东. 基于感知视角的非营利组织服务质量、捐赠效用对个人捐赠意愿影响研究[J]. J4, 2012, 9(1): 89-.
DU Lan-Yang, ZHAO Fen-Fen, HOU Jun-Dong. An Empirical Study on the Relationship between Nonprofit’s Service Quality and Benefits and Individual Giving Intention from Perspective of Individual Perception. J4, 2012, 9(1): 89-.
2012, Vol. 9 
