English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 80581/109833 (73%)
造訪人次 : 20782973      線上人數 : 557
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    政大機構典藏 > 學術期刊 > 資管評論 > 期刊論文 >  Item 140.119/100313
    請使用永久網址來引用或連結此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/100313

    題名: Exploring Donation Appeals in Top Not-for-Profit Websites
    作者: Pitts, Robert E.;Blose, Julia E.;Mack, Rhonda W.
    關鍵詞: Online Fundraising;Charities;Relationship Marketing;Emotion;Values;Donation Appeals;Not-For-Profit
    日期: 2014-03
    上傳時間: 2016-08-16 16:21:15 (UTC+8)
    摘要: This study explores the donation appeal strategies employed on forty-seven of the most successful nonprofit organizations' websites. Through examination of the structural elements and textual content of each site, Hypotheses linking fundraising performance to the use of active solicitation, relationship building strategies and emotion/value-based themes were tested. Based on this analysis, no specific, consistent patterns of traditional, web-based marketing oriented solicitations commonly found in for-profit sites emerged. However, when the analysis was expanded to include affective responses and value perceptions of the sites as evaluated by a panel of subjects in an attempt to capture themes depicted through pictures and other non-textual means, a link between these responses and fundraising performance was detected. Together, these results suggest opportunities exist for more direct and aggressive solicitation of donors through the web.
    關聯: 資管評論, 19(2), 15-38
    MIS review
    資料類型: article
    DOI: http://dx.doi.org/10.6131/MISR.2014.1902.02
    顯示於類別:[資管評論] 期刊論文


    檔案 描述 大小格式瀏覽次數
    19(2)-15-38.pdf519KbAdobe PDF204檢視/開啟


    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋