An Empirical Study on Non-Profit Organizations Image and Donation Willingness--Focusing on the effect of Size and Social Background

• Main Authors: Sing-yu Ouyang, 歐陽星聿
• Other Authors: none
• Format: Others
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/7r47yb

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === In the event of earthquake or natural disaster, not only the governments, but also many non-profit organizations have invested assistance to support the affected areas. However, due to the smaller size of some non-profit organizations is too difficult to do some rescue operations. Especially for some small and medium-sized non-profit organizations, it would require a high cost in the scheduling of resources. 　Many research papers have focused on larger non-profit organizations, but we don`t know whether it works on some small and medium-sized non-profit organizations or not. This study aims to analyze the effect among the size, the non-profit organization`s image, the willingness to donate and social background, and therefore adopts a different approach from past analysis. In addition, the study defines the social background which becomes well known natural disasters or some social events through the media. 　This study used website and personal interview with questionnaires to collect data. The questionnaires are separated from two types: one was set by the situation for social background, but the other one was not. The sample included 228 Japanese or the foreigners who have residence status at least 3 months in Japan. Results of analyses through SPSS 20 showed that: (1) compared to some small and medium-sized non-profit organizations, the larger organizations which have good image are much easier to obtain willingness of donation. (2) the social background does not directly affect the willingness of donation, but it will have an moderating effect between the organization`s image and the willingness of donation. This study offers a deeper understanding about how does the social background influence the organization`s image and the willingness of donation.