標題: | Which maximizes donations: Charitable giving as an incentive or incentives for charitable giving? |
作者: | Chang, Chia-Chi Chen, Po-Yu 交大名義發表 National Chiao Tung University |
關鍵字: | Donation;Charity Sale;Donation-for-gift;Dual-process model;Licensing effect;Crowd-out effect |
公開日期: | 1-四月-2019 |
摘要: | With charitable donations becoming a conventional norm, companies may choose to donate their products to improve public image and increase product visibility. Using two donation types (donation-for-gift/charity sale) and two product types (hedonic/utilitarian), this research discusses how charities should frame product-for-money activities toward enhancing compliance and re-donation intentions upon receiving product donations. Two 2 (donation types) by 2 (product types) between-subject experiments are conducted in college campus cafeterias. The first study uses an inspiring cause while the second study provides a scenario designed to evoke sympathy. Results show that donation-for-gift garners higher donation intentions compared to charity sale, as explained by the dual-process model. It is also revealed that product type moderates the influence of donation type on donation intention only when a sympathetic appeal is used. The fitting issue between product type and cause appeal, along with the licensing effect are presented to explain this finding. |
URI: | http://dx.doi.org/10.1016/j.jbusres.2018.12.046 http://hdl.handle.net/11536/148981 |
ISSN: | 0148-2963 |
DOI: | 10.1016/j.jbusres.2018.12.046 |
期刊: | JOURNAL OF BUSINESS RESEARCH |
Volume: | 97 |
起始頁: | 65 |
結束頁: | 75 |
顯示於類別: | 期刊論文 |