非營利機構是協助公部門照顧弱勢團體的第三部門，於社會上扮演極重要角色，由於營運經費不是來自服務對象並且公部門之補助有限，故非營利機構只能仰賴各界善心人士以及民間企業組織團體，以捐款型式來湊足經費以維持營運。非營利機構必需了解捐款者之捐款導向並提昇機構形象與能見度，方能獲得大眾的肯定與贊助，穩定的經費來源是非營利機構維持營運重要的關鍵。 本研究重點在探討非營利機構捐款者之捐款態度之相關影響，針對捐款動機、捐款意願及幸福感等變項，採取抽樣方式以問卷調查之形式，回收問卷樣本共366份，依此樣本資料加以研究分析，期待藉由此項研究給予非營利機構做為募款計劃及勸募活動之參考。問卷資料彙整後使用描述性分析、信度分析、T檢定分析、單因子變異數分析、以及迴歸分析等統計方法研究分析，研究結論如下:1.捐款動機會影響捐款意願。2.捐款意願會影響幸福感。3.捐款動機會影響幸福感。4.捐款動機在捐款意願與幸福感之間具有中介效果。 Non-profit organizations are the third sector that assists the public sector in taking care of disadvantaged groups. They play a very important role in society. Since operating funds are not from service targets and public sector subsidies are limited, non-profit organizations can only rely on well-meaning people and private enterprises Organize groups to make up funds with donations to maintain operations. Non-profit organizations must understand the donation orientation of donors and enhance the image and visibility of the organization in order to obtain public recognition and sponsorship. A stable source of funding is the key to maintaining the operation of non-profit organizations. This study focuses on discussing the relative impact of donation attitudes of non-profit organization donors. A total of 366 sample questionnaires were collected in the form of questionnaire surveys for variables such as donation motivation, donation willingness and happiness, a sampling method is adopted in the form of a questionnaire survey. A total of 366 questionnaire samples are recovered. I look forward to using this research to give non-profit organizations a reference for fundraising plans and persuasion activities.The questionnaires were collected and analyzed using statistical methods such as descriptive analysis, Reliability analysis, T test analysis, single factor change Variation analysis, and regression analysis. The research results in conclusion are as follows:1. Donation opportunities affect the willingness to donate.2. The willingness to donate affects happiness.3. Donations and opportunities affect happiness.4. The motivation of donation has a complete intermediary effect between the willingness to donate and happiness.
