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首页> 外文会议>2012 IEEE 5th International conference on management engineering amp; technology of statistics >Research of Factors Affecting Individual Donation Intention based on ELM
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Research of Factors Affecting Individual Donation Intention based on ELM

机译：基于ELM的个人捐赠意愿影响因素研究

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Charity donations play an important role in the economic and social.From the perspective of social psychology,this article aim to study the mechanism of the intention of individual donation.With the literature review of the celebrity theory and individual donation,this paper proposes the cause's attribute and spokesman's reliability respectively to be the independent variables and puts forward some relevant research hypotheses.At the same time,based on ELM,with being set elaboration as the Moderator Variable,the conceptual model of the factors that affects individual donations intention is built.This paper researches the issue with experiment method.As a result,cause's attribute and spokesperson' reliability has a significant positive correlation with the intention of individual donations.Elaboration could moderate the relationship between the former two variables and the intention of individual donation.These findings will not only help to enrich personal donation behavior theory,but also make a great contribution for non-profit organization to promote individual donation.
机译：慈善捐赠在经济和社会中起着重要的作用。从社会心理学的角度，本文旨在研究个人捐赠的意图机制。通过对名人理论和个人捐赠的文献综述，本文提出了慈善捐赠的成因。属性和发言人的可靠性分别是自变量，并提出了一些相关的研究假设。同时，在ELM的基础上，将其设定为主持人变量，建立了影响个人捐赠意愿的因素概念模型。本文通过实验方法研究了这一问题。因此，原因和发言人的信度与个人捐赠的意图有着显着的正相关性。精心设计可以缓和前两个变量与个人捐赠的意图之间的关系。不仅有助于丰富个人捐赠行为理论，而且也为非营利组织促进个人捐款做出了巨大贡献。

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