A Research Study Of The Influences Of Alumni Donation Intention

At the present time, the lack of school funding is a major obstacle which is constraining the development of higher education, so multi-channels to collect school funds have become the consensus of all countries in the development of higher education. According to the Education Cost Sharing Theory, government, parents, and students’personal and social donations that the government finances and student tuition could not increase largely in the short-term, social donations to universities. It is clear alumni donations not only provide valuable financial support for higher education, but also have more far-reaching educational significance and play an important role in promoting the construction of university culture.The writing purpose of this project is studying how the perception could influence the intention of alumni donations through the individual factors- trust and commitment. This project establishes the theoretical model which regards the donation utility perception (demonstrable utility, emotional utility, familial utility), brand equity perception (brand personality, brand image, brand consciousness) and affective interact perception as independent variables, with regards to individual factors-trust and commitment as intermediate variables, to finally research the intention of Alumni donations.This project has five chapters:Introduction as the first chapter, it shows the background, the theoretical and practical meaning, the research methods, the main innovation points and the study structure. Literature review as the second chapter, firstly it introduces the relative definitions and theories. Then, the second chapter looked back the related researches about the behavior of individual donations. Thirdly, reviews the research status of alumni donations at home and abroad. Finally, there is an evaluation and summary of the reviews. The next chapter is the research hypothesis. It is the donation utility perception (demonstrable utility、emotional utility、familial utility), brand equity perception(brand personality、brand image、 brand consciousness) and affective interact perception, the individual factors-trust and commitment and the intention of alumni donations. Therefore, this project builds the theoretical model, and provides variables operation design. Empirical study and data analysis as the fourth chapter, it includes descriptive analysis, reliability and validity analysis, correlation analysis and regression analysis, etc. A conclusion and suggestion as the fifth chapter, this section provides the conclusion and research implications. In addition, the limitations and the further research direction which could be taken in this project.The conclusions of this project are listed below:(1) Referring to the relationship between perception and intention of alumni donations, the donation utility perception, brand equity perception and affective interactive perception has a significant positive coorelation with the intention of alumni donations. It includes:In terms of the donation utility perception, familial utility has a significant positive coorelation with the intention of alumni donations; demonstrable utility and emotional utility does not have a significant relationship with the intention of alumni donations.In term of the brand equity perception, brand personality、brand image and brand consciousness has a significant positive coorelation with the intention of alumni donations.In term of the affective interactive perception, affective interactive perception has a significant positive coorelation with the intention of alumni donations.(2) Referring to the relationship between individual factors-trust and commitment in that model, the individual factors has the significant mediating effect.According to findings, the project makes the following recommendations:(1) Paying more attention to the family or other relationship of alumni.(2) Improving the reputation of the university and creating the school characteristics.(3) Building the platform of alumni communication, enhancing the relationship between alumni and teachers, and alumni and each other.(4) Keeping the connection with alumni for a long time.(5) Making a university donation organization and to let the donation management become standardized.