本文關鍵詞： 非營利組織 組織文化 個人捐贈 捐贈意愿 捐贈行為　出處：《華中科技大學》2013年博士論文　論文類型：學位論文

【摘要】：伴隨著我國經(jīng)濟體制和行政體制改革的推進,政府在經(jīng)濟管理和資源配置方面的功能也逐漸減弱,非營利組織已經(jīng)發(fā)展成為推動社會進步的一股重要力量。然而非營利組織性質(zhì)決定了其既不像政府部門擁有固定的財政收入,也不能像企業(yè)通過市場獲得收益,因此資金短缺、籌資困難成為非營利組織面臨的主要問題。過于依賴政府資助、缺少自創(chuàng)性收入以及偏低的社會捐贈比例是我國非營利組織籌資困難的具體表現(xiàn),而這些已經(jīng)嚴重阻礙其發(fā)展。如何能較好的解決非營利組織籌資困境,西方發(fā)達國家主要是依靠鼓勵個人和公眾捐贈,個人捐贈占到非營利組織總體收入的70%以上,占到國家GDP總量的2%-3%。而我國對個人捐贈卻一直未予以重視,個人捐贈在非營利組織整體收入中所占比重不超過30%,占國家GDP總量更是不足0.2%。因此,本論文瞄準個人捐贈者來展開研究。經(jīng)過對國內(nèi)外個人捐贈研究進行梳理,發(fā)現(xiàn)研究主要集中于借助社會學、心理學以及人口統(tǒng)計學相關理論從個人以及外部環(huán)境角度分析影響個人捐贈行為的因素,較少從非營利組織吸引的視角來研究個人捐贈行為。然而,有部分學者提出,個人捐贈行為類似于普通消費者行為,因此非營利組織可以借助營銷等手段通過增加自身吸引力來刺激個人捐贈者的捐贈行為。 鑒于此,本論文基于一個嶄新的視角——非營利組織文化去研究個人捐贈決策。在相關理論回顧和大樣本問卷調(diào)查的實證研究基礎上,確定了非營利組織文化的構成要素,探討了這些文化要素與個人捐贈決策之間的關系模式,并且從非營利組織、個人、外部環(huán)境綜合考慮提出了影響個人決策的綜合機制。 基于以上理論探討和實證分析,本文得到了如下主要研究成果： (1)本論文通過對個人捐贈者的大樣本調(diào)研確定了能被捐贈者感知的非營利組織文化八個維度的構成要素,包括目標愿景、公眾導向、組織制度、創(chuàng)新意識、參與性、組織形象、以及協(xié)調(diào)方式。 (2)通過大樣本的實證研究揭示了非營利組織文化與個人捐贈意愿和捐贈行為之間的關系模式。在此關系模式之中,捐贈意愿會顯著地影響捐贈行為；非營利組織文化對個人捐贈意愿有著顯著的正影響而對個人捐贈行為的影響不顯著； (3)通過大樣本實證調(diào)研驗證了捐贈者對非營利組織的文化認同在組織文化與個人捐贈決策關系模式的中介作用。并驗證了非營利組織類型、外部捐贈環(huán)境以及捐贈者內(nèi)生動機對關系模式的影響作用。
[Abstract]:With the development of economic and administrative system reform in China, the functions of the government in economic management and resource allocation have gradually weakened. Non-profit organizations have developed into an important force to promote social progress. However, the nature of non-profit organizations determines that they do not have fixed revenue like government departments, nor can they obtain income through the market like enterprises, so they are short of funds. The difficulty of raising funds has become the main problem faced by non-profit organizations. The lack of self-generated income and the low proportion of social donations are the concrete manifestations of the financing difficulties of non-profit organizations in China. And these have seriously hindered its development. How to solve the financing dilemma of non-profit organizations? Western developed countries mainly rely on encouraging individuals and the public to donate. Personal donations account for more than 70% of the total income of non-profit organizations. It accounts for 2 to 3 percent of the total GDP of the country. However, our country has not paid much attention to individual donations. The proportion of individual donations in the overall income of non-profit organizations is not more than 30 percent, and the proportion of individual donations in the total amount of national GDP is even less than 0.2 percent. This thesis aims at individual donors to carry out the research. After combing the research on individual donation at home and abroad, it is found that the research is mainly focused on sociology. Psychology and related theories of demographics analyze the factors that influence individual donation behavior from the angle of individual and external environment, and seldom study individual donation behavior from the angle of attraction of non-profit organizations. However, some scholars have suggested that, Personal donation behavior is similar to that of ordinary consumers, so non-profit organizations can use marketing and other means to stimulate individual donors' giving behavior by increasing their own attractiveness. In view of this, this thesis based on a new perspective-non-profit organization culture to study individual donation decision-making. On the basis of relevant theoretical review and empirical research of large sample questionnaire survey, this paper determines the constituent elements of non-profit organization culture. This paper probes into the relationship between these cultural elements and individual donation decision making, and puts forward a comprehensive mechanism for influencing individual decision-making from the comprehensive consideration of non-profit organizations, individuals and external environments. Based on the above theoretical discussion and empirical analysis, this paper obtains the following main research results:. 1) based on a large sample of individual donors, this paper determines the elements of the eight dimensions of non-profit organization culture that can be perceived by donors, including goal vision, public orientation, organizational system, innovation consciousness, participation, organization image, etc. And the way of coordination. (2) through the empirical research of large sample, this paper reveals the relationship model between non-profit organization culture and individual donation intention and behavior. In this relationship model, donation intention will significantly affect donation behavior; Non-profit organization culture has significant positive influence on individual donation intention, but not on individual donation behavior. 3) through a large sample of empirical research, this paper verifies the intermediary role of donors' cultural identity to non-profit organizations in the model of organizational culture and individual donation decision-making, and verifies the types of non-profit organizations. The influence of external donation environment and donor's endogenous motivation on the relationship model.
【學位授予單位】：華中科技大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：D632.9;C934

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