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.%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-dimensions 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 communication quality and response are positively related to individual giving intention significantly; perceived 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.
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