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

摘要/Abstract

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。

关键词: 非营利组织, 捐赠, 劣势者自我认同, 劣势者感知

Abstract:

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. Study1 shows that a donor of non-profit organizations who perceived NPO as an underdog would express more willingness to donate.Study2 demonstrates 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 encourage donors with underdog identity in the marketing communications

Key words: non-profit organizations, donors, underdog self-identification, perceived underdog

中图分类号:

F713.5

王秀芝, 胡晓红, 杨晓燕. 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[J]. 社会工作与管理, 2017, 17(1): 12-17.

WANG Xiuzhi, HU Xiaohong, YANG Xiaoyan. Impact of Underdog Perception of Nonprofit Organization on the Donors: Underdog Self-identification as Moderator[J]. SOCIAL WORK AND MANAGEMENT, 2017, 17(1): 12-17.

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