NDLI: Empirical study of donors' intention to generate positive word-of-mouth: The influence of donation process participation and charitable cause

Content Provider	IEEE Xplore Digital Library
Author	Du, Lan-ying Qian, Ling Zhang, Chi
Copyright Year	2014
Description	Author affiliation: Marketing Department, the University of Mississippi, United States, 38655 (Zhang, Chi) \|\| School of Management, Huazhong University of Science and Technology, Wuhan 430074, China (Du, Lan-ying; Qian, Ling)
Abstract	Facing the public credibility crisis, NPOs lack effective channel to accumulate funds from individuals. And as a special product category, charitable giving causes higher perceived risk than other product categories. The positive word-of-mouth (abbreviated as WoM) from donor can reduce the perceived risk and effectively broaden the publicity and fund-raising channel of NPOs. This paper is an empirical research through 301 questionnaires. The result shows donors' positive WoM intention will be influenced by the participation level of donation process, importance of charitable cause and donors' satisfaction. Moreover, donation process participation and charitable cause can directly affect donors' positive WoM intention and also influence the intention through donors' satisfaction. This study will enrich current studies on the factors that affect donors' intentions of WoM and provide valuable suggestion for NPO's management strategy of WoM.
Starting Page	484
Ending Page	488
File Size	326465
Page Count	5
File Format	PDF
ISBN	9781479953752
ISSN	21551855
e-ISBN	9781479953769
DOI	10.1109/ICMSE.2014.6930269
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2014-08-17
Publisher Place	Finland
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Analytical models Mouth charitable cause Organizations Donor satisfaction Regression analysis Mathematical model Reliability Donors' participation positive word-of-mouth Equations
Content Type	Text
Resource Type	Article

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4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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