本文選題：懷舊傾向 + 懷舊強(qiáng)度　； 參考：《東華大學(xué)》2013年博士論文

【摘要】：近幾年來,中國(guó)自然災(zāi)害頻發(fā),從2008年的低溫雨雪冰凍災(zāi)害、5· 12汶川特大地震、到2010年玉樹地震、舟曲泥石流、2011年的中國(guó)南方的洪災(zāi)、旱災(zāi)……這些自然災(zāi)害促進(jìn)慈善事業(yè)取得了一定的進(jìn)步,但我國(guó)慈善事業(yè)同時(shí)也出現(xiàn)了不少問題:公眾捐贈(zèng)意愿與捐贈(zèng)水平仍然較低;公眾對(duì)慈善組織的信任程度不高;中小慈善組織發(fā)展緩慢;捐贈(zèng)者持續(xù)的向某個(gè)慈善機(jī)構(gòu)進(jìn)行捐贈(zèng)的意愿不強(qiáng)等等。而在國(guó)外,近兩年也出現(xiàn)了捐贈(zèng)意愿與水平下降的趨勢(shì)。如何讓更多的人參與捐贈(zèng),讓捐贈(zèng)者捐更多的錢物,讓捐贈(zèng)者持續(xù)的向一個(gè)慈善機(jī)構(gòu)進(jìn)行捐贈(zèng)成為中外學(xué)者關(guān)心的一個(gè)重大課題。國(guó)內(nèi)外的社會(huì)學(xué)者、經(jīng)濟(jì)學(xué)者、管理學(xué)者、心理學(xué)者和相關(guān)機(jī)構(gòu)圍繞這些問題,對(duì)慈善捐贈(zèng)從宏觀政策法規(guī)、中觀行業(yè)結(jié)構(gòu)、微觀捐贈(zèng)行為層面展開了研究,也取得了很多研究成果。本文借助消費(fèi)者行為學(xué)的研究范式,嘗試從慈善組織的微觀視角來分析其"顧客"——捐贈(zèng)者的懷舊心理,試圖論證捐贈(zèng)者懷舊情感通過"捐贈(zèng)者-慈善組織關(guān)系"(特別是其中的信任與關(guān)系承諾維度)的中介而影響捐贈(zèng)意愿。本文在對(duì)慈善組織的顧客心理分析的基礎(chǔ)上,為慈善組織管理者其設(shè)計(jì)出懷舊營(yíng)銷的操作策略,以吸引更多新的捐贈(zèng)者加入到該組織的慈善捐贈(zèng)中來,激發(fā)現(xiàn)有的捐贈(zèng)者增加慈善捐贈(zèng)的數(shù)量與頻率,提高捐贈(zèng)者對(duì)該慈善組織的重復(fù)捐贈(zèng)的次數(shù)與捐贈(zèng)忠誠(chéng)度,最終提升慈善組織的整體績(jī)效與競(jìng)爭(zhēng)力。本文從以下幾個(gè)方面開展研究:1、問題的提出與研究規(guī)劃。首先分析我國(guó)慈善捐贈(zèng)的發(fā)展?fàn)顩r,提出我國(guó)慈善組織發(fā)展中存在的突出問題;其次介紹了本文的分析視角——捐贈(zèng)者的懷舊心理,假設(shè)慈善組織通過各種策略來激發(fā)捐贈(zèng)者的懷舊情感,可以提高捐贈(zèng)者的捐贈(zèng)意愿。最后,本文提出具體的研究方案。2、文獻(xiàn)綜述。首先對(duì)個(gè)人慈善捐贈(zèng)行為的內(nèi)涵、影響因素、動(dòng)機(jī)、決策模型等進(jìn)行了回顧;其次,對(duì)懷舊情感的定義、類型、現(xiàn)有研究主題、影響因素、營(yíng)銷功能等進(jìn)行了回顧;再次,對(duì)消費(fèi)者-品牌關(guān)系進(jìn)行了文獻(xiàn)回顧,特別是其核心變量信任與承諾的相關(guān)文獻(xiàn)進(jìn)行了綜述。最后,對(duì)慈善捐贈(zèng)、懷舊情感的現(xiàn)有研究進(jìn)行綜合評(píng)述。3、理論模型與研究假設(shè)。首先理論推導(dǎo)了本研究的邏輯模型,并對(duì)其進(jìn)行拓展,形成具體的"懷舊情感-關(guān)系變量-捐贈(zèng)行為"研究理論模型。其次,針對(duì)理論模型中的變量關(guān)系提出了研究假設(shè)。4、測(cè)項(xiàng)產(chǎn)生與小樣本驗(yàn)證。首先通過對(duì)國(guó)內(nèi)外研究文獻(xiàn)的分析,收集整理理論模型中各變量測(cè)量量表,并根據(jù)本研究的研究視角遴選相對(duì)成熟的作為基礎(chǔ)量表庫。其次,為了保證各變量的測(cè)量有效性,我們?cè)诨A(chǔ)量表庫的基礎(chǔ)上,結(jié)合我國(guó)文化特點(diǎn)進(jìn)行內(nèi)容修改,編制出初始量表,進(jìn)行小樣本驗(yàn)證。最后,通過小樣本調(diào)查,利用描述統(tǒng)計(jì)、相關(guān)分析、因素負(fù)荷量等項(xiàng)目分析工具來對(duì)量表題項(xiàng)進(jìn)行修訂。通過對(duì)小樣本數(shù)據(jù)的分析,我們初步優(yōu)化了測(cè)量項(xiàng)目,為大樣本調(diào)查作準(zhǔn)備。5、大規(guī)模調(diào)查和假設(shè)檢驗(yàn)。首先,通過調(diào)查問卷的發(fā)放與回收,進(jìn)行樣本的描述性統(tǒng)計(jì);通過大樣本數(shù)據(jù),再次通過描述統(tǒng)計(jì)、相關(guān)分析、因素分析等方法進(jìn)行項(xiàng)目分析,評(píng)價(jià)測(cè)量的效度和信度。通過探索性和驗(yàn)證性因子分析、結(jié)構(gòu)方程模型分析,檢驗(yàn)所提出的假設(shè)和理論模型是否成立。通過對(duì)以上內(nèi)容的分析,本文得出以下結(jié)論:1、人懷舊傾向的主要影響因素有:不安全感、過往經(jīng)歷、孤獨(dú)、從悲傷中恢復(fù)等。2、在慈善捐贈(zèng)情景中,懷舊強(qiáng)度可以表征為捐贈(zèng)動(dòng)機(jī)中的親友效應(yīng)(強(qiáng)度)和情感效應(yīng)(強(qiáng)度)兩個(gè)維度。懷舊傾向正向的影響親友強(qiáng)度和情感強(qiáng)度。但懷舊強(qiáng)度可能還有其他維度,而且其影響因素除了懷舊傾向外,其他因素也尚待研究。3、捐贈(zèng)者對(duì)慈善組織的信任感的來源,除了慈善組織自身提升績(jī)效、及時(shí)反饋、高效溝通等(Sargearnt,2006)外,本研究發(fā)現(xiàn),捐贈(zèng)者的個(gè)人心理變量,如本文的懷舊情感也是一個(gè)重要的因素。捐贈(zèng)者的懷舊強(qiáng)度越大,他對(duì)慈善組織的信任感越強(qiáng)。4、從關(guān)系營(yíng)銷的視角來看,關(guān)系承諾是決定消費(fèi)者購(gòu)買行為的最關(guān)鍵變量。在慈善捐贈(zèng)研究的情景中,捐贈(zèng)者對(duì)慈善組織的關(guān)系承諾,對(duì)其捐贈(zèng)意愿和捐贈(zèng)行為有重大的影響。5、捐贈(zèng)背景下的關(guān)系承諾,主要來源是情感強(qiáng)度,其次是信任,再次是親友強(qiáng)度。信任的高低直接影響了 "捐贈(zèng)者-慈善組織"的關(guān)系承諾的高低。不過捐贈(zèng)者懷舊情感對(duì)關(guān)系承諾的貢獻(xiàn)更大,慈善組織要想提高捐贈(zèng)水平,應(yīng)該把更大的精力放在與捐贈(zèng)者的心理溝通,激發(fā)其懷舊情感(還包括其他情感)上。在前人研究的基礎(chǔ)上,本文在以下幾個(gè)方面進(jìn)行了創(chuàng)新:1、不同于懷舊懷舊情感分類的橫向研究視角,本文基于懷舊情感產(chǎn)生過程,提出懷舊情感的兩個(gè)層次:內(nèi)隱層的懷舊傾向和外顯層的懷舊強(qiáng)度,另外本文還開發(fā)了懷舊強(qiáng)度的兩個(gè)維度:親友強(qiáng)度和情感強(qiáng)度。懷舊強(qiáng)度通過捐贈(zèng)動(dòng)機(jī)中的親友效用強(qiáng)度和情感效用強(qiáng)度來表征。2、本文不同于傳統(tǒng)懷舊情感直接作用于消費(fèi)(捐贈(zèng))決策的研究思路,找出了一條懷舊情感心理變量向行為變量轉(zhuǎn)換的新路徑。懷舊情感不會(huì)直接作用于消費(fèi)決策,它與具體的行為變量之間存在"捐贈(zèng)者-慈善組織"關(guān)系的中介效應(yīng)。本文研究結(jié)果表明懷舊情感中的懷舊強(qiáng)度正向的影響了"捐贈(zèng)者-慈善組織"關(guān)系(若干維度如信任、承諾),進(jìn)而影響捐贈(zèng)意愿,從而把懷舊這一心理變量轉(zhuǎn)化為了捐贈(zèng)決策這一行為變量。3、懷舊理論在經(jīng)濟(jì)管理中的應(yīng)用,以前主要集中在老品牌激活、產(chǎn)品開發(fā)、廣告、包裝等領(lǐng)域,本文嘗試探討個(gè)人懷舊情感在慈善捐贈(zèng)領(lǐng)域的新應(yīng)用,研究成果為慈善組織開展?fàn)I銷溝通提出了捐贈(zèng)者懷舊心理分析的新視角。醫(yī)療疾病、教育等類型機(jī)構(gòu)管理者可以設(shè)計(jì)懷舊溝通訴求,喚起捐贈(zèng)者懷舊情感,可以利用懷舊情感來進(jìn)行有效的市場(chǎng)細(xì)分和定位,利用懷舊社群的溝通機(jī)制,提升整個(gè)社群的捐贈(zèng)意愿與捐贈(zèng)水平。
[Abstract]:In recent years, natural disasters have occurred frequently in China, from the cold rain and snow disaster in 2008, the 5. 12 Wenchuan earthquake, the Yushu earthquake in 2010, the Zhouqu debris flow, the flood and drought in southern China in 2011. These natural disasters have made certain progress in the charity cause, but there are many problems in our country's Philanthropy at the same time: the public also have many problems: the public also have many problems: the public The willingness to donate and the level of donations are still low; the public's confidence in charitable organizations is not high; the development of small and medium charitable organizations is slow; the willingness of donors to continue to donate to a charity is not strong. It is a major issue for scholars and scholars at home and abroad to donate more money and material to give donations to a charity. The domestic and foreign sociologists, economists, managers, psychologists and related institutions around these issues, from the macro and macro policies and regulations, the medium view industry structure, the micro donation behavior layer. With the help of the research paradigm of consumer behavior, this paper tries to analyze the nostalgia of the "customer" - the donor from the microscopic perspective of the charitable organization, trying to demonstrate that the donor's nostalgia emotion passes through the "donor charity group relationship" (especially the trust and relationship commitment dimension). On the basis of the psychological analysis of the charitable organizations, this article designs a nostalgic marketing operation strategy for the charitable organization managers to attract more new donors to join the charity donation to the organization, to stimulate the number and frequency of the present donors to increase the charitable donation, and to improve the donors. The number of repeated donations and the loyalty degree of the charity, and ultimately improve the overall performance and competitiveness of the charity organization. This paper studies the following aspects: 1, the issue and research plan. First, the development of charitable donations in China is analyzed, and the outstanding problems in the development of good good organizations in China are put forward; secondly, it is introduced. From the perspective of this analysis - the nostalgia of the donor, it is assumed that charitable organizations can stimulate the nostalgia of the donors through various strategies and improve the donor's willingness to donate. Finally, this paper puts forward a specific research scheme.2, a literature review. First, the connotation, influence factors, motivation and decision-making model of individual charitable donations are introduced. Secondly, we reviewed the definition, types, existing research topics, influencing factors and marketing functions of nostalgia, and reviewed the literature on the relationship between consumer and brand, especially the related literature on trust and commitment of its core variables. Finally, the existing research on charity donation and nostalgia emotion was summarized. .3, theoretical model and research hypothesis are commented. First, the logical model of this study is derived, and it is extended to form a specific theoretical model of "nostalgic emotion relation variable - donation behavior". Secondly, a study of false.4 is proposed for the relation of variables in the theoretical model. The analysis of the internal and external research literature, collects and collects the measurement scales of the variables in the theoretical model, and selects the relatively mature base scale library according to the research perspective of this study. Secondly, in order to ensure the effectiveness of the measurement of the variables, on the basis of the basic scale library, we combine the cultural characteristics of our country to make the content modification, and make out the initial quantity. In the end, we have revised the item items by means of descriptive statistics, correlation analysis, factor load and so on. Through the analysis of the small sample data, we have preliminarily optimized the measurement items to prepare the.5, large-scale investigation and hypothesis test for the large sample survey. First, through the adjustment. The distribution and recovery of the questionnaire, the descriptive statistics of the samples; through the large sample data, through the descriptive statistics, the correlation analysis, the factor analysis and other methods to carry out the project analysis, evaluate the validity and reliability of the measurement. Through the exploratory and confirmatory factor analysis, the structural formula analysis, the hypothesis and the theoretical model proposed by the test. Through the analysis of the above content, the following conclusions are drawn: 1, the main factors affecting the tendency of nostalgia are: insecurity, past experience, loneliness, and recovery from sadness, such as.2. In the situation of charity donation, the nostalgia intensity can be characterized as two dimensions of the relatives and friends effect (intensity) and emotional effect (intensity) in the donation motivation. The tendency positively affects the intensity and emotional intensity of relatives and friends. But the nostalgia intensity may have other dimensions, besides the nostalgia, other factors still need to be studied.3, the source of the trust of the donor to charitable organizations, in addition to the performance of the charitable organization, the timely feedback, the efficient communication, and so on (Sargearnt, 2006). It is found that the individual psychological variables of the donor, such as the nostalgia of this article, are also an important factor. The greater the nostalgia of the donor, the stronger his trust in the charity is.4. From the perspective of the relationship marketing, the relationship commitment is the key variable to determine the consumer's purchase behavior. In the scene of the charity donation study, the donor is a donor. The relationship commitment to the charitable organization has a great influence on the willingness to donate and the donation behavior. The relationship commitment under the background of donation is.5, the main source is the emotional intensity, the second is the trust, and the other is the intensity of the relatives and friends. The level of trust has a direct influence on the relationship commitment of the "donor charity organization". The contribution of the commitment is greater. In order to improve the donation level, the charitable organization should put more energy on the psychological communication with the donor and stimulate its nostalgic emotion (including other emotions). On the basis of the previous research, this article has made innovations in the following aspects: 1, different from the horizontal research perspective of the classification of nostalgia and nostalgia, this paper Based on the process of nostalgia emotion production, the two levels of nostalgic emotion are proposed: the nostalgia tendency of the implicit layer and the nostalgia intensity of the explicit layer. In addition, this paper also develops two dimensions of the nostalgia intensity: the intensity and the emotional intensity of the relatives and friends. The nostalgic intensity characterizing.2 by the utility intensity and the emotional utility intensity of the relatives and friends in the donation motivation. The traditional nostalgic emotion directly affects the decision-making of consumption (donation), and finds a new path for the conversion of nostalgic emotional variables to behavioral variables. Nostalgic emotion does not directly affect the consumption decision. It has the intermediary effect of "donor charity" relationship with specific behavioral variables. The results of this paper show that the relationship between the nostalgic emotion and the specific behavior variables is the intermediary effect. Nostalgia in nostalgia has a positive impact on the "donor charity" relationship (a number of dimensions such as trust, commitment), and then influence the willingness to donate, thus transforming the psychological variable of nostalgia to the behavioral variable.3, the application of the nostalgia theory in the economic management, which was previously concentrated on the activation of the old brand and the production of the product. In the field of hair, advertising, packaging and other fields, this article tries to explore the new application of personal nostalgia in the field of charity donation. The research results have put forward a new perspective for the donor nostalgia psychological analysis for charitable organizations to carry out marketing communication. Medical diseases, education and other types of institutional managers can set up the nostalgia communication demands and arouse the nostalgic feelings of the donors. Using nostalgia to carry out effective market segmentation and positioning, using the communication mechanism of nostalgia community to enhance the donation and willingness of the whole community.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類號(hào)】：D632.9

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