市場區隔是行銷策略的基礎，非營利市場的市場區隔多停留在以捐款者人口統計為變數的傳統作法。透過非觀察變數的異質性，例如社會心理因素，可能產生新的市場區隔與行銷策略機會。另一方面，口碑行銷長期被肯定為有效的行銷策略。本研究的目的是建立一個親社會口碑行為模型，並以此為基礎，透過非觀察潛在變數的異質性，發掘慈善捐助者的市場區隔的新機會。本研究的第一階段採用偏最小平方法(Partial Least Square-PLS)結構方程模型，建立親社會口碑行為模型，並以此描繪不同的人格特質，動機與親社會口碑行為的情感或情緒等構面之間的關係。其結果支持本研究的十個構面關係假設。我們發現個人社會責任正面影響親社會口碑行為的快樂情緒與自我實現，而利他動機則同時對兩者產生顯著性的中介效果。另外，社會資本與影響力人格特質正面影響自我實現，且自我認同動機也對此具有部分中介效果。這個階段結果揭示了在非營利領域有關親社會口碑行為具有意義的理論與實務意涵。本研究第二階段則利用第一階段產生的親社會口碑行為模型為基礎，透過FIMIX-PLS，探索非觀察異質性變數的市場區隔，並對非營利組織提出市場行銷與得到新的捐助者及捐助者關係維繫的策略建議。本研究針對三組區隔市場，分別為「利他影響者」、「道德倡議者」及「自我認同追尋者」，進行群組比較分析，得到豐富且有價值的資訊，提供非營利組織目標市場，市場定位，及行銷計畫策略參考。

Market segmentation is a fundamental step for market positioning and marketing mix strategy. Traditionally market segmentation is done by demographic variables. The perspective from donors’ psychological factors in their charitable experience could reach novel opportunities. Meanwhile, the donors’ charitable experience sharing has been recognized as powerful marketing. The purpose of this study is to build a prosocial Word-of-Mouth model and use it to explore donor segments by unobserved variables. The first phase found that Individual-Social-Responsibility influences Hedonic-Affection and Self-Actualization directly with partial mediation effect by Altruistic-Motivation. Social-Capital and Influential-Personality influence Self-Actualization directly with partial mediation effects by Self-Identity. The second phase of this study generates three meaningful donor segments: “Altruistic Influencer,” “Morality Advocator,” and “Identity Seeker,” with psychosocial heterogeneity attributes. This study provides theoretical and programmatic insights for fund-raising, donor acquisition, and retention strategies. 

Contents
Contents..……….……………………………………………………………….……..I
List of Tables………………………………………………………………….……...III
List of Figures………………………………………………………………………...V
Chapter 1.	Introduction	1
1.1.	Research Background and Motivation	1
1.2.	Research Objectives	3
1.3.	Research Process	4
1.4.	Research Concept	6
1.5.	Dissertation Structure	7
Chapter 2.	Literature Reviews and Hypotheses	9
2.1.	Word-of-Mouth and Non-profit Marketing Strategy	9
2.2.	General Constructs in Prosocial Behavior	10
2.3.	Individual Social Responsibility, Hedonic, and Self-Actualization	11
2.4.	Altruistic Motivation, Hedonic Affection, ISR, and Self-Actualization	13
2.5.	Social Capital, Self-Identity, Influencer, and Self-Actualization	14
2.6.	Market Segmentation	17
2.7.	Market Segmentation Methodology	19
Chapter 3.	Research Methodologies	21
3.1.	Constructs, Data, and Measures	21
3.2.	Structural Equation Model	23
3.3.	Model development and Market Segmentation	25
Chapter 4.	Data Analysis and Result	27
4.1.	Descriptive Statistics	27
4.2.	Item Analysis and Factor Analysis	27
4.3.	Outer Model and Criterion for Reliability and Validity	33
4.4.	The Internal Consistency Reliability and Composite Reliability (CR)	34
4.5.	The Convergent Validity by Average Variance Extracted (AVE)	37
4.6.	Discriminant Validity and Multi-Linearity	38
4.7.	Formative Construct Reliability and Validity	41
Chapter 5.	Inner Model (Structural Model)	42
5.1.	Model Fit Measures & Path Coefficient	42
5.2.	Determinattion Coefficient, Effect Size, Prediction Relevance Index	44
5.3.	Indirect Effects of Mediators	45
Chapter 6.	Market Segmentation by the Word-of-Mouth Model	48
6.1.	Segmentation by FIMIX-PLS	48
6.2.	The first Segment: Altruistic Influencer	49
6.3.	The Second Segment: Morality Advocator	51
6.4.	The Third Segmentation: Identity Seeker	51
6.5.	Segments Quality Tests and Comparisons	53
6.6.	Segments Comparison for Path Coefficients	60
6.7.	Segment Comparisons for Mediation Effects	61
Chapter 7.	Discussion, Implications, and limitations	65
7.1.	Phase one Overall Discussion	65
7.2.	First Phase Implications Discussion	67
7.3.	Stage One Managerial Implications Discussion	69
7.4.	Phase two General Discussion – FIMIX-PLS segmentation	69
7.5.	Research Limitation and Suggestions for Future Study	73
Reference ..…………………………………………………………………………...74
Appendix …..………………………………………………………………………...88

List of Tables

Table 4.1 Distribution of the Sample by Demographics	28
Table 4.2 Kaiser-Meyer-Olkin & Barlett's Sphericity Testing	29
Table 4.3 Index in Factor Analysis Process	29
Table 4.4 Factor Analysis Result for Affection	30
Table 4.5 Factor Analysis Result for Motivation	31
Table 4.6 Factor Analysis Result for Personality	32
Table 4.7 Composite Reliability for each Constructs	35
Table 4.8 Indicator Loadings/Weights and Significance Test	36
Table 4.9 Average Variance Extracted for each Constructs	37
Table 4.10 Reflective Constructs Reliability and Validity	37
Table 4.11 Hetrotrait-Monotrait Ratio (HTMT) for Discriminant Validity	38
Table 4.12 Variance Inflation Factors (VIF) for Structural Model	39
Table 4.13 Cross Loading Check for Discriminant Validity	40
Table 5.1 Path Coefficient and Significance	43
Table 5.2 f2 for each path	45
Table 5.3 Indirect and Total Effect	46
Table 6.1 Individual Segment Path Coefficient and Significance	53
Table 6.2 Cronbach α Reliability Test for Segments	55
Table 6.3 Cronbach α Comparisons Among Segments	55
Table 6.4 Composite Reliability of Constructs for each Segment	56
Table 6.5 Composite Reliability Tests for Segments	56
Table 6.6 Average Variance Extracted (AVE) for Segments	57
Table 6.7 AVE Comparisons among Segments	57
Table 6.8 Effective Size f2 of Paths for Segments	58
Table 6.9 Effective Size f2 Comparison Among Segments	59
Table 6.10 R2 Testing for each Segment	60
Table 6.11 Comparison of R2 among Segments	60
Table 6.12 Segments Path Coefficient Comparisons (Welch-Satterthwaite Test)	61
Table 6.13 Indirect and Total Effect for each Segment	62
Table 6.14 Indirect and Total Effect Comparison (Welch-Satterwaite Test)	63

List of Figures

Figure 1.1 Research Process	6
Figure 1.2 Research Concept	7
Figure 2.1 Prosocial Experience Word-of-Mouth Hypothetical Framework	17
Figure 3.1 Structural Model with all Constructs and Hypotheses	25
Figure 5.1 PLS Model Structure with Path Coefficients and R Square	42
Figure 5.2 Word-of-Mouth Affection PLS-SEM Model	47
Figure 6.1 Segment 1 "Altruistic Influencer"	50
Figure 6.2 Segment 2 "Morality Advocator”	52
Figure 6.3 Segment 3 "Dignity Seeker"	54

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