Title Page
Contents
Chapter 1. Introduction 9
1. Problem Statement 9
2. Puipose of Research 12
2.1. Significance of the Study 15
2.2. Research Questions 15
3. Constructs 17
Chapter 2. Literature Review 20
1. Charity Intention 21
1.1. Definition of Charity Intention 21
1.2. Determinants of Charity Intention 22
2. NPO-donor Relationship 32
2.1. Definition of Non-profit Organization (NPO) 32
2.2. NPO-donor Relationship 33
3. Social Media and NPOs 35
3.1. Social Media 35
3.2. Social Media Platforms 37
4. NPO-donor Relationship Enhancing Strategies through Social Media 40
4.1. NPO-donor Relationship Enhancing Strategies 40
4.2. Enhancing NPO-donor Relationship through Social Media 50
4.3. Summary of Researches on Enhancing NPO-donor Relationship through Social Media 54
5. Research Gaps 58
Chapter 3. Research Model & Methodology 67
1. Research Model 67
2. Research Hypotheses 69
3. Operational Definitions and Measurements of Variables 77
4. Research Design 86
4.1. Pilot Test of Questionnaire 88
4.2. Instrument Development 89
4.3. Data Collection 89
4.4. Analytical Method 91
Chapter 4. Empirical Research 98
1. Descriptive Statistics 98
2. Reliability Analysis 101
3. Validity Analysis 103
4. Hypotheses Verification 113
5. Additional Analysis 122
Chapter 5. Conclusion 127
1. Summary of Results 127
2. Implications 133
2.1. Theoretical Implications 133
2.2. Practical Implications 134
3. Limitations and Future Research Direction 137
References 139
Questionnaire 164
問卷調査 (中文) 170
Abstract 175
요약 178
〈Table 2-1〉 Summary of Research on Charity Intention Determinants 30
〈Table 2-2〉 Researches on NPO-donor Relationship Enhancing 47
〈Table 2-3〉 Researches on Enhancing NPO-donor Relationship through Social Media 56
〈Table 3-1〉 Summary of Hypotheses 76
〈Table 3-2〉 Measurements of Variables 83
〈Table 4-1〉 Demographics Profile of Sample 100
〈Table 4-2〉 Results of Reliability Test for the Measured Constructs 102
〈Table 4-3〉 KMO and Bartlett's Test of Factor Analysis 105
〈Table 4-4〉 Principal Component Analysis 107
〈Table 4-5〉 Rotated Component Matrix 109
〈Table 4-6〉 Fit Indices Guideline 111
〈Table 4-7〉 Results of Measurement Model 112
〈Table 4-8〉 SEM Fitting Index 114
〈Table 4-9〉 Structural Equation Path Estimates 118
〈Table 4-10〉 Moderation Analysis 1 120
〈Table 4-11〉 Moderation Analysis 2 121
〈Table 4-12〉 Hypotheses Test Results 122
〈Table 4-13〉 Model Relationships across Gender 124
〈Table 4-14〉 Model Relationships across Age Groups 126
〈Figure 1-1〉 Research Constructs 19
〈Figure 3-1〉 Research Model 68
〈Figure 3-2〉 Research Design Flow 87
〈Figure 3-3〉 Path Diagram for Structural Model 97
〈Figure 4-1〉 Path Diagram for Structural Equation Model 119