捐赠者的非营利组织劣势者感知对捐赠行为的影响——捐赠者的劣势者自我认同的调节作用  

Impact of Underdog Perception of Nonprofit Organization on the Donors: Underdog Self-identification as Moderator

作　　者：王秀芝[1] 胡晓红[1] 杨晓燕[1] WANG Xiuzhi;HU Xiaohong;YANG Xiaoyan(School of Business, Guangdong University of Foreign Studies, Guangzhou, Guangdong, 510420,China)

机构地区：[1]广东外语外贸大学商学院,广东广州510420

出　　处：《社会工作与管理》2017年第1期12-17,共6页Social Work and Management

摘　　要：非营利组织募捐中是否存在劣势者效应?如果存在,柔弱为何胜刚强?采用两个实验来回答这两个问题。实验一表明,捐赠者对非营利组织劣势者感知越强,越愿意捐赠。实验二表明,捐赠者的劣势者自我认同越高,越愿意支持劣势者。因此,非营利组织可以通过塑造积极正面的劣势者形象来赢得捐赠,并在营销沟通中,重视激发捐赠者的劣势者自我认同感。Is there any underdog effect when Non-profit organization raises fund?Is it strong for the weak side?In this paper,we have done two experiments to answer these questions.Study1shows that a donor of non-profitorganizations who perceived NPO as an underdog would express more willingness to donate.Study2demonstrates that the consumer who is strongly self-identified as underdogs would support NPO as an underdog.Thus,non-profit organizations can create a positive image of the underdog to win the donation and encouragedonors with underdog identity in the marketing communications

关 键 词：非营利组织 捐赠 劣势者自我认同 劣势者感知 

分 类 号：F713.5[经济管理—市场营销] C916[经济管理—产业经济]