Research on individual giving behaviors to Universities

被引：0

作者：

Yang, Gao ^{[1
,2
]}

Dong, Li ^{[1
]}

机构：

[1] Harbin Inst Technol, Sch Management, Harbin 150001, Heilongjiang, Peoples R China

[2] Harbin Normal Univ, Sch Hist & Culture, Harbin 150025, Heilongjiang, Peoples R China

来源：

PROCEEDINGS OF 2017 CHINA MARKETING INTERNATIONAL CONFERENCE: MARKETING STRATEGY IN THE SHARING ECONOMY: LOCALIZATION AND GLOBALIZATION | 2017年

关键词：

Individual giving; University; Donation; Decision process; HIGHER-EDUCATION; DONATIONS; ALUMNI;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Individual donor is a potential market for Universities. The decision process of individual giving is complex, which is joint influenced by external variables, intrinsic motivations, and NPO operation mechanism. The research on the relationship among individual donors, University and external environment is limited. This paper discussed the individuals' giving behaviors to universities, analyzing the influence variables in their decision process, and contributing to help Universities to fundraise money effectively.

引用

页码：444 / 459

页数：16

共 27 条

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