CAJ | 학술논문

采用实证的方法验证非营利组织服务质量感知及捐赠效用感知2个构念的子维度结构，并对非营利组织服务质量感知、捐赠效用感知及其子维度与个人捐赠意愿的关系进行了分析。研究发现：非营利组织沟通质量、组织响应是个人捐赠者对非营利组织服务质量感知的2个子维度；显性效用、情绪性效用、家庭性效用是个人捐赠者对非营利组织捐赠效用感知的3个子维度；非营利组织的服务质量感知及其2个子维度包括沟通质量和组织响应正向显著影响个人捐赠意愿；捐赠效用感知负向显著影响个人捐赠意愿，其3个子维度中显性效用对个人捐赠意愿有显著的负向影响，情绪性效用和家庭性效用对个人捐赠意愿没有显著影响。
채용실증적방법험증비영리조직복무질량감지급연증효용감지2개구념적자유도결구，병대비영리조직복무질량감지、연증효용감지급기자유도여개인연증의원적관계진행료분석。연구발현：비영리조직구통질량、조직향응시개인연증자대비영리조직복무질량감지적2개자유도；현성효용、정서성효용、가정성효용시개인연증자대비영리조직연증효용감지적3개자유도；비영리조직적복무질량감지급기2개자유도포괄구통질량화조직향응정향현저영향개인연증의원；연증효용감지부향현저영향개인연증의원，기3개자유도중현성효용대개인연증의원유현저적부향영향，정서성효용화가정성효용대개인연증의원몰유현저영향。
The structures of two variables including perceived service quality and perceived benefits, and the relationships between the perceived service quality, perceived benefits and their sub-di- mensions and individual giving intention are analyzed by empirical methods. The results show that communication quality and response are the two sub-dimensions of the nonprofit~s perceived service quality; demonstrable utility, emotional utility and familial utility are the three sub-dimensions of the nonprofit＇s perceived benefits; perceived service quality and its two sub-dimensions including commu- nication quality and response are positively related to individual giving intention significantly; per- ceived benefits is negatively related to individual giving intention significantly and among the three sub-dimensions, demonstrable utility has negative influence on individual giving intention significantly while emotional utility and familial utility have no significant influence on individual giving intention.