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Consumer Perceptions of and Donation Intentions to International Relief Organizations
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|摘要:||International relief organizations provide disaster relief and rescue to those areas that required urgent help and also those lack of public aids. Some international relief organizations were founded more than a century ago and still providing assistance to poor and wounded to increase welfare of human beings. International relief organizations have branches established in Taiwan for decades. The marketing activities of these international relief organizations are mainly fund-raising. Propagandas and news related to their event marketing are often seen in media. This study intended to examine consumer perceptions of international relief organizations and to reveal consumer donation intentions. Four famous international relief organizations, Red Cross, United Way, World Vision, and ORBIS, with branch offices in Taiwan and were active in marketing were selected in this study. A consumer survey was administered in the metropolitan area in Taipei. Three hundred and thirty respondents were personally surveyed using stratified sampling method following the distribution of population in the latest census. Motivation to donate, awareness of and attitudes toward international relief organizations of respondents were discussed in the study. Respondents would have strong donation intentions due to certain rationales like altruism, religious beliefs, and involvement. Motivations of donation positively influenced attitudes toward international relief organizations, and further affected donation intentions. Respondents were further grouped into different segments to reveal how respondents with different level of awareness and dollar amount of donation responded to marketing of international relief organizations. Results indicated that respondents high in awareness level of international relief organizations and in donations could be approached using information disseminated in media. Interactive and motivation-driven marketing activities seemed to be well-accepted for respondents high in awareness levels but low in donations. Based on the results of the study, strategic marketing was suggested for marketing managers to enhance communication effectiveness of the marketing information.|
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