Empirical Study Of The Influential Factors On Giver’s Intention To Generate Positive Word-of-Mouth

Individual donation is one of most important fund resource for non-profitorganization (NPO). In order to raise more funds for charitable cause, NPO should takeindividual donation as one of their crucial raising resource. However, recently severalNPOs including Red Cross are facing the public trust crisis because of the intangibleusage of raising money and that also deteriorates those NPO’s credibility among public.Public’s willingness of giving has enhanced in recently years，while their faith onfund-raisers has deteriorated. Public becomes harder to find a trusted channel to donate,while NPOs lack effective channel to communicate with those individuals.Charitable giving is a special product category, which causes higher perceived riskthan other product categories. Increasing the credibility of information resource anddecreasing the perceived risk must be the most crucial part of such category’s marketingstrategy. In this article, based on different attributes of charitable giving and customerbehavior from that of general products, we study the influence factors on giver’s intentionto generate positive WoM. Our study will enrich current studies on the factors that affectcustomers’ intentions of WoM and provide valuable suggestion for NPO’s managementstrategy of WoM. Main conclusions from this research are as following:1. Givers’ positive WoM intention will be influenced by the participation level ofdonation process, importance of charitable cause and giver’s satisfaction, which candirectly affect givers’ positive WoM intention and also influence the intention throughgiver’s satisfaction.2. Both participation level of donation process and importance of charitable causecan be positive influence giver’s satisfaction.