HOW SOCIAL MEDIA STRATEGIES OF NONPROFIT ORGANIZATIONS AFFECT CONSUMER DONATION INTENTION AND WORD-OF-MOUTH

被引：27

作者：

Feng, Yi ^{[1
]}

Du, Lanying ^{[1
]}

Ling, Qian ^{[2
]}

机构：

[1] Huazhong Univ Sci & Technol, Sch Management, Room 307,1037 Luoyu Rd, Wuhan 430074, Hubei, Peoples R China

[2] Hubei Univ Econ, Business Sch, Wuhan, Hubei, Peoples R China

来源：

SOCIAL BEHAVIOR AND PERSONALITY | 2017年 / 45卷 / 11期

关键词：

nonprofit organizations; social media; consumer donation intention; charitable behavior; electronic word-of-mouth; One Foundation; DETERMINANTS; SATISFACTION; TRUST;

D O I：

10.2224/sbp.4412

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

Our purpose in this study was to validate the role of consumers' perceived trust and satisfaction in the internal mechanism of the effect of nonprofit organizations' social media strategies on consumers' donation intention and electronic word-of-mouth. We developed an online survey that was completed by 242 followers of the One Foundation nonprofit organization on social media. Responses were analyzed with a structural equation model. The results showed that both dissemination and interactivity had a significantly positive effect on consumers' perceived trust and satisfaction, which subsequently influenced their donation intention, and electronic word-of-mouth. Disclosure had a positive effect only on trust. Practical implications for managers of nonprofit organizations are discussed.

引用

页码：1775 / 1786

页数：12

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