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| 民办高校校友捐赠意愿的影响因素及提升对策 |
| A Study on Influential Factors and Promotion Countermeasures of Alumni’s Donation Intention in Private Universities |
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| DOI： |
| 中文关键词: 民办高校；校友捐赠意愿；影响因素；对策 |
| 英文关键词: Private university; alumni’s donation intention; influential factors; countermeasures |
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| 中文摘要: |
| 论文在理论分析基础上，对5所民办高校校友进行问卷调查，通过分析数据探讨民办高校校,捐赠意愿的影响因素。研究发现，个体异质性、校园环境、亲社会规范、示范效应及母校发展是影响校友捐赠意愿的重要因素，但各影响因素的具体作用存在差异。高校可从“构建校友捐赠文化、增加校友对母校的认可度，致力于学校发展、强化校友对母校的归属感，开拓校友捐赠形式、凝聚立体化校友资源”等方面，夯实校友捐赠工作基础、完善校友捐赠机制。 |
| 英文摘要: |
| On the basis of the oretical analysis and the questionnaire survey of the alumni of 5 private universities, this paper explores the influential factors of alumni’s
donation intention through the analysis of the colected data. The study finds that individual heterogeneity, campus environment, prosocial norms, demonstration effect and Alma Mater development are important factors affecting alumni's donation intention, but the specific roles of various factors are different. Universities could consolidate the foundation of alumni's donation work and improve the donation mechanism from the folowing aspects: building donation culture, increasing alumni's recognition of Alma Mater, contributing to university development, intensifying alumni's sense of belonging to Alma Mater, creating more donating forms, and coagulate three-dimensional alumni resources. |
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