| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 107 === In the past ten years, research of stray animal topic focused on animal protection policies instead of fundraising issues. However, fundraising is the main source of operating capital for most stray animal nonprofit organizations. Based on the theory of planned behavior, this study delineates how attitude, subjective norms, and perceived behavioral control toward donation relate to intention to donate as well as donation behavior. Thus, this study aims at fulling the gap between theory and practice.
According to 600 valid online questionnaires, sample consists 70% of the females, 60% are between 20-35 years old, 50% has a university degree, and nearly 40% are work in the service industry. Results of linear and binary logistic regression analyses show：(1) Donation attitude, subjective norm of donation, and perceived behavioral control are positively related to donation intention；(2) Donation intention mediates the relationship between donation attitude, perceived behavioral control and donation behavior.
Further dividing the regularly donate sample into three levels：low/ middle/ high involvement, the results of the analysis show that：(1) For people with a low level of involvement, donation intentions will only be significantly affected by perceived behavioral control；(2) For people with middle levels of involvement, the intention of donation will be significantly affected by the donation attitude；(3) For people with high levels of involvement, the intention of donation will be significantly affected by the attitude of donation and perceived behavioral control.
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