ABSTRACT

Food banks have become an essential part of the social welfare arrangements of many countries. Food bank managers need to know why some people give to food banks while others do not, as such knowledge will help them devise effective promotional campaigns. The current research applied Norm Activation Theory to examine the motivations and other factors that encourage individuals (as opposed to businesses) to donate foodstuff to food banks in the United Kingdom. Two major research questions were addressed: (1) how do food bank donors and non-donors perceive the attributes of food bank beneficiaries, and (2) what considerations determine the frequencies of donations? The study employed a structural topic model (STM) to analyze the responses of 544 members of the public to an open-ended question regarding the characteristics of typical food bank beneficiaries. Outcomes were then imported to a structural equation model (SEM) containing “frequency of food bank donation” as the dependent variable.

摘要

食品银行已成为许多国家社会福利安排的重要组成部分。食品银行经理需要知道为什么有些人向食品银行捐款而其他人则不这样做，因为这些知识将帮助他们制定有效的促销活动。目前的研究应用规范激活理论来研究鼓励个人（而不是企业）向英国食品银行捐赠食品的动机和其他因素。解决了两个主要研究问题：（1）食品银行捐助者和非捐助者如何看待食品银行受益人的属性，(2) 决定捐赠频率的考虑因素是什么？该研究采用结构主题模型 (STM) 来分析 544 名公众对有关典型食品银行受益人特征的开放式问题的反应。然后将结果导入包含“食品银行捐赠频率”作为因变量的结构方程模型（SEM）。