在競爭激烈和資源稀少的環境下,非營利組織必須以良好的品牌形象來獲得大眾的青睞和信任,進而得到更多的捐款。本研究探討在網站上提供那些資訊項目能夠提高非營利組織的品牌形象。本研究利用內容分析和卡片分類找出網站上哪些資訊項目與形象有關。接著利用問卷來衡量哪些資訊項目可以提高非營利組織的形象,並導致更高的捐贈意願。本研究發現,有關營運管理和溝通與諮詢的資訊項目會產生有用的形象;目標與服務和線上服務的資訊項目會產生活力的形象。這兩個形象都會影響大眾的捐贈意願。最後,本研究也提供非營利組織運用網站來管理品牌形象的準則和方法。
In the highly competitive and resource scarce environment, non-profit organizations (NPOs) must create a positive brand image in order to get the public's favor and trust, and therefore more donations. This study explores how information items on websites improve nonprofit brand image. A content analysis and card sorting is used to find out which information items on websites are associated with the desired images. Next, a survey study is conducted to measure what information items can improve nonprofit brand image and lead to a higher intention to donate. This study shows that information items regarding operational management and communication and consultation will generate images of usefulness. Information items regarding objective and service and online service will produce the image of dynamism. The images of usefulness and dynamism increase website viewers’ intention to donate. This study provides the guidelines for NPO impression management with websites.