抄録
The purpose of this study was to (1) clarify the characteristics of female charity runners ; (2) identify communications between charity runners and beneficial organizations and their attitudes toward donations ; and (3) determine the relationship between charity runners’ attitudes toward donations and the organizations’ continuing support. The S (Sympathize), I (Interest / Identify), P (Participation) and S (Spread / Share) (SIPS) model (Sato, 2008) was used for the research framework. The SIPS model is characterized for building long-term relationships between companies and consumers due to the recent penetration of social media, and it is proposed as the next version of the Attention, Interest, Desire, Memory, and Action (AIDMA) model, which is a framework for understanding customer’s attitudes and behavioral processes. First, to clarify the communication that affects SIPS, a questionnaire was administered to the staff of beneficial organizations. This extracted specific efforts that have been made regarding charity runners. As a result, it became clear that the implementation contents can be classified into three time phases: before the day of the event, on the day of the event, and after the event. An analysis of the correlation between communication and SIPS item scores showed that communication on the day of and after the charity event tended to be significantly more correlated with each item of SIPS than communication before the event. Next, as a result of correction and analysis regarding the correction index, “Sympathize” and “Interest” were in a covariant relationship in the model, showing an acceptable value, and the path coefficient from “interest” to “Identify” had the strongest influence (.91). The result also showed direct effects from “Identify” to “Spread / Share” (.80), from “Identify” to “Participation” (.25), and from “Participation” to “Spread / Share” (.07).
