Research of Factors Affecting Individual Donation Intention based on ELM
Charity donations play an important role in the economic and social.From the perspective of social psychology,this article aim to study the mechanism of the intention of individual donation.With the literature review of the celebrity theory and individual donation,this paper proposes the causes attribute and spokesmans reliability respectively to be the independent variables and puts forward some relevant research hypotheses.At the same time,based on ELM,with being set elaboration as the Moderator Variable,the conceptual model of the factors that affects individual donations intention is built.This paper researches the issue with experiment method.As a result,causes attribute and spokesperson reliability has a significant positive correlation with the intention of individual donations.Elaboration could moderate the relationship between the former two variables and the intention of individual donation.These findings will not only help to enrich personal donation behavior theory,but also make a great contribution for non-profit organization to promote individual donation.
Individual donation ELM Causes attribute Spokesperson
Lanying Du Qiongying Lu Ling Qian
School of Management Huazhong University Of Science and Technology Wuhan,China
国际会议
青岛
英文
573-577
2012-07-20（万方平台首次上网日期，不代表论文的发表时间）