The structures of two variables including perceived service quality and perceived benefits, and the relationships between the perceived service quality, perceived benefits and their subdimensions and individual giving intention are analyzed by empirical methods. The results show that communication quality and response are the two subdimensions of the nonprofit’s perceived service quality; demonstrable utility, emotional utility and familial utility are the three subdimensions of the nonprofit’s perceived benefits; perceived service quality and its two subdimensions 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 subdimensions, demonstrable utility has negative influence on individual giving intention significantly while emotional utility and familial utility have no significant influence on individual giving intention.