A Study on the Effect of NPO-donor Relationship Enhancing Strategies on Charity Intention through Social Media in China = 중국 비영리 단체 기부자에 대한 소셜미디어를 통한 관계 증진전략이 기부 의도에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

Based on the previous research on enhancing donor relationships and to fill the research gap,
this thesis intends to conduct an empirical research on how NPO-donor relationship enhancing strategies affect users' charity intention through social media.

목차 (Table of Contents)

• Contents
• Tables iv
• Figures v
• Chapter 1. Introduction 1
• 1. Problem Statement 1
• 2. Purpose of Research 4
• 2.1. Significance of the Study 7
• 2.2. Research Questions 7
• 3. Constructs 9
• Chapter 2. Literature Review 12
• 1. Charity Intention 13
• 1.1. Definition of Charity Intention 13
• 1.2. Determinants of Charity Intention 14
• 2. NPO-donor Relationship 24
• 2.1. Definition of Non-profit Organization(NPO) 24
• 2.2. NPO-donor Relationship 25
• 3. Social Media and NPOs 27
• 3.1. Social Media 27
• 3.2. Social Media Platforms 29
• 4. NPO-donor Relationship Enhancing Strategies through Social Media 32
• 4.1. NPO-donor Relationship Enhancing Strategies 32
• 4.2. Enhancing NPO-donor Relationship through Social Media 42
• 4.3. Summary of Researches on Enhancing NPO-donor
• Relationship through Social Media 46
• 5. Research Gaps 50
• Chapter 3. Research Model & Methodology 59
• 1. Research Model 59
• 2. Research Hypotheses 61
• 3. Operational Definitions and Measurements of Variables 69
• 4. Research Design 78
• 4.1. Pilot Test of Questionnaire 80
• 4.2. Instrument Development 81
• 4.3. Data Collection 81
• 4.4. Analytical Method 83
• Chapter 4. Empirical Research 90
• 1. Descriptive Statistics 90
• 2. Reliability Analysis 93
• 3. Validity Analysis 95
• 4. Hypotheses Verification 105
• 5. Additional Analysis 114
• Chapter 5. Conclusion 119
• 1. Summary of Results 119
• 2. Implications 125
• 2.1. Theoretical Implications 125
• 2.2. Practical Implications 126
• 3. Limitations and Future Research Direction 129
• References 131
• Questionnaire 156
• ABSTRACT 167
• 요 약 170