An Empirical Study on Non-Profit Organizations Image and Donation Willingness--Focusing on the effect of Size and Social Background

[[abstract]]在發生大地震或自然災害的時候，對於受災地區的支援，除了有公家機關之外，也有許多民間團體紛紛投入協助。但是，由於有些民間團體的組織規模很小，有些支援活動就比較不容易執行。特別是在眾多非營利組織中，中小規模的非營利組織在資源調度方面，會需要比較高的成本。然而，在過去的研究中，關於非營利組織的組織形象的研究對象，大部分是談論到那些極少數的大型規模的組織，或是知名度較高的組織。因此，這些研究結果對於小型的組織，或是比較沒有名氣的在地組織，能不能有幫助呢？為了幫助這些組織形象尚未確立的中小規模的非營利組織的營運，本研究針對一般市民團體的非營利組織和捐贈行為進行調查，並透過定量分析驗證組織規模、組織形象和捐贈意願等要素之間的因果關係。除此之外，透過媒體使得眾所皆知的自然災害或一些社會事件，本研究稱之為社會背景，在有社會背景和無社會背景的情況下，分別驗證其對於上述諸要素之間關係的影響。 基於這些問題意識，本研究為了驗證「組織規模」、「組織形象」、「社會背景」和「捐贈意願」等四個要素間的因果關係，建立四個假設，並以問卷作為實證調查工具，得到對象為228位具有日本國籍，或是具有3個月以上在留資格的非日本國人。操作變數方面，則設定社會背景的有與無，即分成兩種問卷，一種為有社會背景，一種為無社會背景。問卷調查方式有兩種，一種為網路問卷，一種為是紙本問卷。網路問卷方面，一週之內在My Survey(http://www mysurvey com)進行調查；紙本問卷，則在神戶市的三宮、元町，學園都市的unity教室，流通科學大學，地鐵學園都市站等發放。以SPSS 20統計軟體進行T檢定和階層迴歸分析。分析結果發現，(1)在比起中小規模的非營利組織，組織形象比較好的大規模的非營利組織比較容易獲得募款。(2)社會背景的有無並不會直接影響捐贈意願，但是社會背景會對於組織形象和捐贈意願之間會有干擾作用的影響，也就是社會背景會弱化組織形象對於捐贈意願的影響，使得組織形象對於捐贈意願的直接影響變小。本研究有助於學術界與非營利組織對組織規模、組織形象、捐贈意願與社會背景之議題做更深入的了解。[[abstract]]In the event of earthquake or natural disaster not only the governments but also many non-profit organizations have invested assistance to support the affected areas However due to the smaller size of some non-profit organizations is too difficult to do some rescue operations Especially for some small and medium-sized non-profit organizations it would require a high cost in the scheduling of resources Many research papers have focused on larger non-profit organizations but we don`t know whether it works on some small and medium-sized non-profit organizations or not This study aims to analyze the effect among the size the non-profit organization`s image the willingness to donate and social background and therefore adopts a different approach from past analysis In addition the study defines the social background which becomes well known natural disasters or some social events through the media This study used website and personal interview with questionnaires to collect data The questionnaires are separated from two types: one was set by the situation for social background but the other one was not The sample included 228 Japanese or the foreigners who have residence status at least 3 months in Japan Results of analyses through SPSS 20 showed that: (1) compared to some small and medium-sized non-profit organizations the larger organizations which have good image are much easier to obtain willingness of donation (2) the social background does not directly affect the willingness of donation but it will have an moderating effect between the organization`s image and the willingness of donation This study offers a deeper understanding about how does the social background influence the organization`s image and the willingness of donatio