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Research of Factors Affecting Individual Donation Intention based on ELM

机译：基于榆树的个人捐赠意图的因素研究

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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：慈善捐款在经济和社会中发挥着重要作用。从社会心理学的角度起，这篇文章旨在研究个人捐款的意图机制。在文献审查名人理论和个人捐赠的文献审查中，提出了事业属性和发言人的可靠性分别为独立变量，并提出了相关的研究hypotheses.At同时，根据ELM，与正在拟订一套作为干涉变量，影响个人捐赠的意图是建立因素的概念模型。本文用实验方法研究了问题。结果，原因的属性和发言人的可靠性与个体捐赠的意图具有显着的正相关性.Aboration可以缓和前两个变量与个人捐赠的意图之间的关系。这些结果不仅有助于丰富个人捐赠行为理论，但是对非营利组织促进个人捐赠的巨大贡献。

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