ABSTRACT

This study proposes a new giving behavior model for higher education institutions (HEI), featuring alumni connectedness as a primary predictor. This contrasts with previous studies that measured variables that showed an inconsistent influence as predictors of alumni’s desire to contribute. Alumni connectedness, built from socio-psychological literature, is a multidimensional variable that can capture the complexity of the alumni-university relationship. Connectedness consists of relatability, dependency and a sense of community, which combine students’ experiences with university services while at university and afterward This research utilized an online survey that yielded 642 usable responses to validate the model. The model testing results indicate that connectedness significantly influences alumni’s intentions to contribute. Extending relationship marketing principles, this model may assist in restructuring alumni databases by classifying different degrees of alumni connectedness. The differences in connectedness level can help design more contextual alumni marketing programs.

摘要

本研究为高等教育机构 (HEI) 提出了一种新的捐赠行为模型，将校友联系作为主要预测指标。这与之前的研究形成对比，之前的研究测量的变量显示出不一致的影响，作为校友贡献意愿的预测指标。根据社会心理学文献建立的校友联系是一个多维变量，可以捕捉校友与大学关系的复杂性。连通性包括相关性、依赖性和社区意识，将学生在大学期间和毕业后的大学服务体验结合起来。这项研究利用在线调查产生了 642 个可用的回复来验证模型。模型测试结果表明，联系显着影响校友的贡献意向。扩展关系营销原则，该模型可以通过对不同程度的校友联系进行分类来帮助重组校友数据库。联系程度的差异可以帮助设计更多情境化的校友营销计划。