Research on individual giving behaviors to Universities

摘要：

　　Individual donor is a potential market for Universities.The decision process of individual giving is complex,which is joint influenced by external variables,intrinsic motivations,and NPO operation mechanism.The research on the relationship among individual donors,University and external environment is limited.This paper discussed the individuals” giving behaviors to universities,analyzing the influence variables in their decision process,and contributing to help Universities to fundraise money effectively.

关键词： Individual giving University Donation Decision process

作者: Gao Yang Li Dong

作者单位: School of Management,Harbin Institute of Technology,P.R.China,150001;School of History and culture,H School of Management,Harbin Institute of Technology,P.R.China,150001

会议类型: 国内会议

会议名称: China Marketing International Conference 2017 (2017中国市场营销国际学术年会)

会议地点: 北京

会议语种:英文

页码: 444-459

在线出版日期: 2017-07-14（万方平台首次上网日期，不代表论文的发表时间）