Factors affecting the price premium of non-profit organizion-Involvement and tendency to participate Philanthropy as moderatiors

• Main Authors: Yun-Ting Chen, 陳韻庭
• Other Authors: Chung-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/19395148781531378645

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 100 === Much research has been conducted on the factors affecting product price premium of profit-making organizations while few has been targeted at the factors affecting product price premium of non-profit making organizations. Up to now, a more complete structure has not been proposed yet. Therefore, this paper aims at discussing the effect of the variables including altruistic value, customer loyalty, brand identification and brand image on product price premium of non-profit making organizations. Meanwhile, involvement and orientation of participation in charity are introduced as moderating variables. Direct interactions between the industry and its customers are taken into consideration while choosing the samples for the empirical study. Therefore, the general public who has bought products at “Daily Green Life” stores established by ASE Charity Foundation is chosen as the subjects for this study. A total of 242 valid copies of the questionnaire were collected. The result of regression analysis shows that altruistic value, customer loyalty, brand identification and brand image do not create positive effect on product price premium at a significant level. However, involvement brings moderating effect while analyzing the correlations between customer loyalty, brand identification and brand image and product price premium. Orientation of participation in charity also positively moderates the effect of customer loyalty and brand image on product price premium. Based on the results described above, the related suggestions are made in this paper.