在臺灣和其他許多國家同樣發生器官移植需求量不斷地上上升。過去學者對器官捐贈研究的領域大都著重在捐贈態度、主觀規範、捐贈知識、宗教信仰、家庭溝通及捐贈意願等不同的面向，雖然研究結果提供影響器官捐贈的相關訊息，但研究的角度過於分散。因此，本研究結合理性行為理論及認知失調理論和捐贈知識、個人信仰、利他主義、廣告效果及家庭溝通等變數調查影響簽署器官捐贈卡行為之因素。本研究以社會人士及學生為調查對象，總計有效問卷408份，樣本回收率達68%。實證分析結果支持本研究的概念。研究結果顯示捐贈態度、利他主義、廣告效果及降低認知失調對捐贈意願呈現顯著的正向影響，而捐贈意願對捐贈行為呈現顯著的正向影響。此結論呼應Morgan, Miller and Arasaratnam（2002）以理性行為理論探討器官捐贈的研究。本研究提供更寬廣的視野以更進一步了解器官捐贈簽署卡的行為，同時拉近器官捐贈與社會大眾的距離，藉以縮短器官捐贈者與器官移植需求者之間失衡的現象。最後，本研究應用理想解近似偏好順序技術評估在捐贈行為上，器官捐贈的廣告內容或知識的傳遞可針對20歲以下的年齡或是教育程度為碩、博士以上之群體。

In Taiwan and many other countries, the gap between the demand and the supply of organs for transplantation is on the rise. Previous studies on the organ donation research field mostly focused on donation attitude, subjective norm, donation knowledge, religion, family communication and willingness to donate organ. Although research result obtains the relevant information of organ donation, the research angle is too dispersed. For this purpose, this study combines theory of reasoned action, theory of cognitive dissonance, knowledge, belief, altruism, effect of advertising and family communication to investigate behavior in signing organ donor card. Questionnaires were collected from 408 adults and undergraduate students, a response rate of 68%. The empirical results support the concept of research. The results also show that donation attitude, altruism, effect of advertising and reduced cognitive dissonance have positive effects and indicate that donor’s intention significantly enhance signing organ donor card. These findings support organ donation research by theory of reasoned action and theory of cognitive dissonance, especially those advanced by Morgan, Miller and Arasaratnam (2002) and Yeung, Kong and Lee (2000). This study provides a broader perspective to further understand the behavior in signing organ donor card. Moreover, the view of organ donation will reduce the imbalance phenomena between organ donor and donee. Finally, Technique for Order Preference by Similarity to Ideal Solution is presented as an empirical example in signing organ donor card. The result indicates that the advertisement or knowledge of organ donation communicate to target subject on age under 20 years old and degree of master or doctor.

目錄I
圖目錄III
表目錄IV
第一章　緒論1
　　第一節　研究背景與動機 1
　　第二節　研究目的 5
　　第三節　研究範圍 6
　　第四節　研究流程 6
第二章　文獻探討 8
　　第一節　影響器官捐贈的相關論點 8
　　第二節　器官捐贈意願的影響因素 18
　　第三節　器官捐贈行為的影響因素 29
　　第四節　臺灣非營利組織相關研究與器官捐贈流程及組織 36
第三章　研究設計 42
　　第一節　研究架構 42
　　第二節　研究假說 43
　　第三節　研究變項之定義與衡量 44
　　第四節　抽樣設計 54
　　第五節　資料量化分析方法 56
第四章　實證分析結果 58
　　第一節　前測分析 58
　　第二節　正式樣本分析 63
　　第三節　各構面之變異數分析 84
　　第四節　理想解近似偏好順序技術分析 96
第五章　結論與建議 102
　　第一節　研究結論 102
　　第二節　研究貢獻 107
　　第三節　管理意涵與建議 108
　　第四節　研究限制及未來研究 115
參考文獻 117
附錄一　問卷 143
附錄二　人體器官移植條例 148

圖目錄
圖 1-1	研究流程圖 7
圖 2-1	理性行為理論之模型 18
圖 2-2	知識建立之模型 22
圖 2-3	降低認知失調之模型 31
圖 2-4	器官捐贈作業流程 40
圖 3-1	研究架構 42
圖 4-1	本研究結構模式分析結果 75

表目錄
表 2-1-1	相關研究論點之彙整 9
表 2-1-2	相關研究構面之文獻彙整 11
表 2-4-1	相關非營利組織研究之彙整 37
表 3-1	捐贈態度衡量題項 45
表 3-2	主觀規範衡量題項 46
表 3-3	捐贈知識衡量題項 47
表 3-4	個人信仰衡量題項 48
表 3-5	利他主義衡量題項 49
表 3-6	廣告效果衡量題項 50
表 3-7	捐贈意願衡量題項 51
表 3-8	降低認知失調衡量題項 52
表 3-9	家庭溝通衡量題項 53
表 3-10	捐贈行為衡量題項 54
表 4-1-1	前測樣本特性 60
表 4-1-2	前測題項分析與探索性因素分析 62
表 4-2-1	正式樣本特性 64
表 4-2-2	題項分析與探索性因素分析 67
表 4-2-3	各構面驗證性因素分析結果 70
表 4-2-4	各構面區別效度分析結果 71
表 4-2-5	衡量模式配適度 72
表 4-2-6	結構模式適配度 74
表 4-2-7	研究模式路徑係數結果 78
表 4-2-8	研究模式路徑效果分析 80
表 4-2-9	研究模式與競爭模式之適配度與路徑結果分析 83
表 4-2-10	 性別在各構面上之差異性檢定 85
表 4-2-11 年齡在各構面上之差異性檢定 87
表 4-2-12 教育程度在各構面上之差異性檢定 89
表 4-2-13	 職業在各構面上之差異性檢定 91
表 4-2-14 月收入在各構面上之差異性檢定 93
表 4-2-15	 宗教信仰在各構面上之差異性檢定 95
表 4-2-16 年齡在各評估準則之表現值 98
表 4-2-17	 年齡在各評估準則之歸一化之表現值 98
表 4-2-18 年齡在各評估準則加權歸一化之表現值 98
表 4-2-19 正理想解及負理想解之距離衡量值 99
表 4-2-20 正理想解的相對接近度及排序 99
表 4-2-21 教育程度評估準則之表現值 100
表 4-2-22 教育程度在各評估準則之歸一化之表現值 100
表 4-2-23	 教育程度在各評估準則加權歸一化之表現值 101
表 4-2-24	 正理想解及負理想解之距離衡量值 101
表 4-2-25	 正理想解的相對接近度及排序 101
表 5-1	研究假說檢定結果彙整 104

一、中文部分
中華民國器官捐贈協會編輯部（1994），器官捐贈器官捐贈作業流程，中華民國器官捐贈協會會刊，3，8–9。
中華民國器官捐贈協會編輯部（2012），器官捐贈同意卡簽署及健保IC卡加註器捐意願人數統計，中華民國器官捐贈協會會刊，64，30–31。
王順民（2006），當代台灣地區非營利組織的社會行銷及其相關議題論述，社區發展季刊，115，53–64。
行政院經濟建設委員會（2010），2010年至2060年台灣人口推計報告，行政院經濟建設委員會人力規劃處，1–86。
張惠蓮（2007），非營利組織整合行銷傳播績效評之研究，非政府組織學刊，3，69–102。
黃俊英，林義屏和董玉娟（1999），非營利組織顧客滿意模式之研究－以台南捐血中心為例，亞太管理評論，4(3)，323–339。
邱顯貴（2010），非營利組織營運參考模式和關鍵因素：以台灣為例，中華管理評論國際學報，13(2)，70–94。
彭桂珍（2013），「北區聯合器官捐贈網」成立落實器官分配分區制度，榮總人月刊，29(9)，1–2。
二、英文部分
Abadie, A. and Gay, S. (2006). The impact of presumed consent legislation on cadaveric organ donation: A cross-country study. Journal of Health Economics, 25, 599–620.
Afifi, W.A., Morgan, S.E., Stephenson, M.T., Morse, C., Harrison, T., Reichert, T. and Long, S.D. (2006). Examining the decision to talk with family about organ donation: Applying the theory of motivated information management. Communication Monographs, 73(2), 188–215.
Afifi, W.A. and Weiner, J.L. (2004). Toward a theory of motivated information management. Communication Theory, 14, 167–190.
Afzal, F., Butt, A.H., Mahmood, K., Israr, M. and Sajid, M. (2013). Consumer purchase intension of foreign brands available in Pakistan: A moderating effect of television advertisement. Europear Journal of Business and Management, 5(5), 139–145.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
Ajzen, I. and Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood-Cliffs, NJ: Prentice-Hall.
Ajzen, I. and Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11(1), 1–33. 
Akgün, H.S., Bilgin, N., Tokalak,I., Kut, A. and Haberal, M. (2003). Organ donation: A cross-sectional survey of the knowledge and personal views of Turkish health care professionals. Transplantation Proceedings, 35, 1273–1275.
Alessandrini, M. (2007). Community volunteerism and blood donation: Altruism as a lifestyle choice. Transfusion Medicine Reviews, 21(4), 307–316.
Ali, N.F., Qureshi, A., Jilani, B.N. and Zehra, N. (2013). Knowledge and ethical perception regarding organ donation among medical students. BMC Medical Ethics, 14(38), 1–7.
Alkhawari, F.S., Stimson, G.V. and Warrens, A.N. (2005). Attitudes toward transplantation in U.K. Muslim Indo-Asians in west London. American Journal of Transplantation, 5, 1326–1331.
Anne, L.L., Hwee, C.C. and Stahl, G.K. (2010). Quality of communication experience: Definition, measurement, and implications for intercultural negotiations. Journal of Applied Psychology, 95(3). 469–487.
Antoniou, C., Doukas, J.A. and Subrahmanyam, A. (2013). Cognitive dissonance, sentiment and momentum. Journal of Financial and Quantitative Analysis, 48(1), 245–275. 
Ashkenazi, T., Guttman, N. and Hornick, J. (2005). Signing on the dotted line. Marketing Health Services, 25, 19–25.
Ashraf, O., Ali, S., Ali, S.A., Ali, H., Alam, M., Ali, A.and Ali, T.M. (2005). Attitude toward organ donation: A survey in Pakistan. Artificial Organs, 29, 899–905.
Athiyaman, A. (2002). Internet users’ intention to purchase air travel online: An empirical investigation. Marketing Intelligence and Planning, 20(4), 234–242.
Bagozzi, R.P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology, 41(4), 607–627.
Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
Bagozzi, R.P., Yi, Y. and Phillips, L.W. (1991). Assessing construct validity in organizational resesrch. Administrative Science Quartely, 36(3), 421–458.
Bang, H.K., Ellinger, A.E., Hadjimarcou, J. and Traichal, P.A. (2000). Consumer concern knowledge belief and attitude toward renewable energy: An application of the reasoned action theory. Psychology and Marketing, 17(6), 449–468.
Bapat, U. and Kedlaya, P.G. (2010). Gokulnath: Organ donation, awareness, attitudes and beliefs among post graduate medical students. Saudi Journal of Kidney Diseases and Transplantation, 21, 174–180.
Bapat, U., Prasharth, G.. and Gokulnath, K. (2009). Organ donation, awareness, attitudes and beliefs among post graduate medical students. Saudi Journal of Kidney Diseases and Transplantation, 20(1), 174–180.
Baron, R.M. and Kenny, D.A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical consideration. Journal of Personality and Social Psychology, 51(6), 1173–1182. 
Bass, R. (2006). Egoism versus rights. The Journal of Ayn Rand Studies, 7(2), 329–349.
Berry, C., Salim, A., Ley, E.J., Schulman, D., Anderson, J., Navarro, S., Zheng, L. and Chan, L.S. (2012). Organ donation and hispanic american high school students: Attitudes, beliefs, rerceptions, and intent to donate. The American Surgeon, 78(2), 161–165.
Bøgh, L. and Madsen, M. (2005). Attitudes, knowledge, and proficiency in relation to organ donation: A questionnaire-based analysis in donor hospitals in northern Denmark. Transplantation Proceedings, 37, 3256–3257. 
Bose, T. and Sarker, S. (2012). Cognitive dissonance affecting consumer buying decision: A study based on Khulna Metropolitan area. Journal of Management Research, 4(3), 191–221.
Broniarczyk, S.M. and Alba, J.W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214–228.
Bruzzone, P. (2008). Religious aspects of organ transplantation. Transplantation Proceedings, 40, 1064–1067.
Campbell, R.L. (2006). Altruism in auguste comte and ayn rand. The Journal of Ayn Rand Studies, 7(2), 357–69.
Carrie, L.F., and Lee, W.N. (2003). Attitudes toward advertising: A comparative study of consumers in China, Taiwan, South Korea, and the United States. Journal of International Consumer Marketing, 15 (2), 5–23.
Chang, M. K. (1998). Predicting unethical behavior: A comparison of the theory of reasoned action and the theory of planned behavior. Journal of Business Ethics, 17(16), 1825–1834.
Chan, S.C. and Lu, M.T. (2004). Understanding internet banking adoption and user behavior: A Hong Kong perspective. Journal of Global Information Management, 12(3), 21–43.
Chen, J.X., Zhang, T.M., Lim, F.L., Wu, H.C., Lei, T.F., Yeong, P.K. and Xia, S.J. (2006). Current knowledge and attitudes about organ donation and transplantation among Chinese university students. Transplantation Proceedings, 38, 2761–2765.
Chin, W.W., Todd, P.A. (1995). On the use, usefulness, and ease of use of structural equation modeling in MIS research: A note of caution.　MIS Quarterly, 19(2), 237–246.
Choon, L.K., Piew, T.H. and Chai, L.T. (2010). The determinants of consumer’s attitude towards advertising. Canadian Social Science, 6 (4), 114–26.
Chung, C.K.Y., Ng, C.W.K., Li, J.Y.C., Sum, K.C.Y., Man, A.H.Y., Chan, S.P.C., Cheung, J.Y.M., Yu, K.P.T., Tang, B.Y.H. and Lee, P.P.W. (2008). Attitudes, knowledge, and actions with regard to organ donation among Hong Kong medical students. Hong Kong Medical Journal, 14(4), 278–285.
Coelho, J.C., Cilião, C., Parolin, M.B. (2007). Opinion and knowledge of the population of a Brazilian city about organ donation and transplantation. Revista da Associação Médica Brasileira, 53, 421– 425.
Cohen, J., Ami, S.B., Ashkenazi, T. and Singer, P. (2008). Attitude of health care professionals to brain death: Influence on the organ donation process. Clinical Transplantation, 22(2), 211–215.
Collins, T.J. (2005). Organ and tissue donation: A survey of nurse’s knowledge and educational needs in an adult ITU. Intensive and Critical Care Nursing, 21, 226–233.
Comte, A. (1973). System of Positive Polity: Theory of the future of man, with an appendix consisting of early essays on social philosophy. Translated by Richard Congreve and Henry Dix Hutton. New York: Burt Franklin. (Original work published 1854).
Conesa, C., Ríos, A., Ramírez, P., Rodríguez, M.M., Rivas, P., Carteras, M. and Parrilla, P. (2003). Psychosocial profile in favor of organ donation. Transplantation Proceedings, 35, 1276–1281. 
Connie, F.O., Kelvin, L.K., Chung, A.C., Diana, C.M. and Gilberto, L.K. (2008). Knowledge, acceptance and perception towards brainstem death among medial students in Hong Kong: A questionnaire survey on brainstem death. Medical Teacher, 30(5), 125–130.
Council of Europe. (2012).International figures on organ donation and transplantation. Newsletter Transplant, 17(1), 35–39.
Dahlén, M., Granlund, A. and Grenros, M. (2009). The consumer perceived value of non-traditional media: Effects of brand reputation appropriateness and expense. Journal of Consumer Marketing, 26(3), 155–163.
Davis, C. and Randhawa, G. (2004). Don’t know enough about it: Awareness and attitudes toward organ donation and transplantation among the black Caribbean and black African population in Lambeth, Southwark, and Lewisham, United Kingdom. Transplantation, 78, 420–425.
Davis, C. and Randhawa, G. (2006). The influence of religion on organ donation and transplantation among the black Caribbean and black African population: A pilot study in the United Kingdom. Ethnicity and Disease, 16, 281–285.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, 31–339.
Dutra, M.M.D., Bonfim, T.A.S., Pereira, I.S., Figueiredo, I.C., Dutra, A.M.D. and Lopes, A.A. (2004). Knowledge about transplantation and attitudes toward organ donation: A survey among medical students in northeast Brazil. Transplantation Proceedings, 36, 818–820.
Dwyer, R.R., Schurr, P.H. and Oh, S. (1987). Developing buyer-seller relations. Journal of Marketing, 51(April), 11–28.
Edmondson, V.C., Gupte, G., Draman, R.H. and Oliver, D.N. (2009). Focusing on communication strategy to enhance diversity climates. Journal of Communication Management, 13(1), 6–20.
Essman, C. and Thornton, J. (2006). Assessing medical student knowledge, attitudes, and behaviors regarding organ donation. Transplantation Proceedings, 38, 2745–2750.
Eriksson, K., Kerem, K. and Nilsson, D. (2005). Customer acceptance of Internet banking in Estonia. International Journal of Bank Marketing, 23(2), 200–216.
Exley, C., Sim, J. and Reid, N. (1996). Attitudes and beliefs within the Sikh community regarding organ donation: A pilot study. Social Science and Medicine, 43, 23–28.
Feeley, T.H. (2007). College students’ knowledge, attitudes, and behaviors regarding organ donation: An integrated review of the literature. Journal of Applied Social Psychology, 37, 243–271.
Festinger, L. (1962). Cognitive dissonance. Scientific American, 207(4), 93–107. 
Festinger, L. and Carlsmith, J. M. (1959). Cognitive consequences of forced compliance. Journal of Abnormal and Social Psychology, 58, 203–210.
Figueroa, C.A., Mesfum, E.T., Acton, N.T. and Kunst, A.E. (2013). Medical students’ knowledge and attitudes toward organ donation: Results of a Dutch survey. Transplantation Proceedings, 45, 2093–2097. 
Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. MA: Addison-Wesley. 
Fishbein, M. and Ajzen, I. (1977). Belief, attitude, intention and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 130–132.
Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservable and measurement error. Journal of Marketing Research, 18(3), 39–50.
Fowler, F.J. (1993). Survey Research Methods. Newbury Park, CA: Sage Publications.
Gawronski, B. and Strack, F. (2004). On the propositional nature of cognitive consistency: Dissonance changes explicit, but not implicit attitudes. Journal of Experimental Social Psychology, 40, 535–542.
Gopi, M. and Ramayah, T. (2007). Applicability of theory of planned behavior in predicting intention to trade online: Some evidence from a developing country. International Journal of Emerging Markets, 2(4), 348–360.
Goz, F., Goz, M. and Erkan, M. (2006). Knowledge and attitudes of medical , nursing, dentistry and health technician students to wards organ donation: A pilot study. Journal of Clinical Nursing, 15(11), 1371–1375.
Guadagnoli, E., Christiansen, C.L., DeJong, W., McNamara, P., Beasley, C., Christiansen, E. and Evanisko, M. (1999). The public's willingness to discuss their preference for organ donation with family members. Clinical Transplantation, 13, 342–348.
Guriting, P. and Ndubisi, N.O. (2006). Borneo online banking: Evaluating customer perceptions and behavioural intention. Management Research News, 29(1/2), 6–15.
Hair, J.F., Tatham, R.L., Anderson, R.E. and Black, W. (1998). Multivariate Data Analysis, 7th Edition. New Jersey: Prentice Hill.
Hansen, T., Jensen, J.M. and Solgaard, H.S. (2004). Predicting online grocery buying intention-a comparison of the theory of reasoned action and the theory of planned behavior. International Journal of Information Management, 24, 539–550.
Hassan, A. and Bashir, R. (2012). Effects of Television Advertisement on Brand Switching. International Journal of Contemporary Business Studies, 3(5), 13–24.
Hindman, D.B. (2012). Knowledge Gaps, Belief Gaps, and Public Opinion about Health Care Reform. Journalism and Mass Communication Quarterly, 89(4), 585–605.
Hoffman, D.L. and Novak, T.P. (1997). New metrics for new media: Toward the delvelopment of web measurement standards. World Wide Web Journal, 2(1), 213–45.
Hyde, M.K. and White, K.M. (2009). Communicating prompts donation: Exploring the beliefs underlying registration and discussion. British Journal of Health Psychology, 14(3), 423–435.
Irving, M.J., Tong, A., Jan, S., Cass, A., Rose, J., Chadban, S., Allen, R.D., Craig, J.C., Wong, G. and Howard, K. (2012). Factors that influence the decision to be an organ donor: A systematic review of the qualitative literature. Nephrol Dial Transplant, 27, 2526–2533.
Jahanshahloo, G.R., Lotfi, F.H. and Davoodi, A.R. (2009). Extension of TOPSIS for decision-making problems with interval data: interval efficiency. Mathematical and Computer Modelling, 49, 1137–1142.
Jin, H.S. and Lutz, R.J. (2013). The typicality and accessibility of consumer attitudes toward television advertising: Implications for the measurement of attitudes toward advertising in general. Journal of Advertising, 42(4), 343–357.
Jones, S.C., Reis, S.L. and Andrews, K.L. (2009). Communication about organ donation intentions: Formative research for a social marketing program targeting families. Social Marketing Quarterly, 15(2), 63–73.
Jöreskog, K.G. and Sörbom, D. (1996). Lisrel 8: Use’s reference guide. Chicago, IL: Scientific Software International.
Kaplan, D. (2000). Structural equation modeling: Foundations and extensions. Thousand Oaks, CA: SAGE.
Kaufert, J. and Putsch, R.W. (1997). Communication through interpreters in healthcare: ethical dilemmas arising from differences in class, culture, language, and power. Journal Clinical Ethics, 8, 71–87.
Keller, K.L. and Aaker, D.A. (1992). The effect of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35–50.
Kim, J.R., Fisher, M.J. and Elliott, D. (2006). Undergraduate nursing students’ knowledge and attitudes towards organ donation in Korea: Implications for education. Nurse Education Today, 26(6), 465–474.
Kong, E. (2008). The development of strategic management in the non-profit context: Intellectual capital in social service non-profit organizations. International Journal of Management Reviews, 10(3), 281–299.
Laclavík, M., Balogh, Z., Babík, M., Hluchý, L. (2006). Agentowl: Semantic knowledge model and agent architecture. Computing and Informatics, 25, 421–439.
Lages, C., Lages, C.R. and Lages, L.F. (2005). The RELQUAL scale : A measure of relationship quality in export market ventures. Journal of Business Research, 58(8), 1040–1048.
Lapczynski, V. (2011). A new concept of knowledge and information management in an imaging department: How make use of a wiki. In 23rd Inernational Conference of the European Federation for Medical Informatics, Oslo, Norway, 28 –31 August.
Laroche, N., Kim, C. and Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of business Research, 37(10), 115–120.
Laroche, M. and Sadokierski, R.W. (1994). Role of confidence in a multi-brand model of intentions for a high involvement service. Journal of Business Research, 29(1), 1–12.
Lassar, W.M., Manolis, C. and Lassar S.S. (2005). The relationship between consumer innovativeness, personal characteristics, and online banking adoption. International Journal of Bank Marketing, 23(2), 176–199,
Law, B.M.F. and Shek, D.T.L. (2009). Chinese family influence on adolescent volunteerism scale: Scale construction and some pioneering findings in Hong Kong. The Open Family Studies Journal, 2, 1–8.
Lee, Y.H., Chuang, C.C. and Wu, F.Y. (2013). The optimal cooperative relationship evaluation obtained using TOPSIS method. International Journal of Applied Mathematics and Statistics, 41, 42–47.
Lee, Y.H., Wu, F.Y and Chuang, C.C. (2013). Application of TOPSIS for solving optimal brand communication effect on the portal. International Journal of Web Portals, 5(3), 40–52.
Ledbetter, A.M. (2009). Family communication patterns and relational maintenance behavior: Direct and mediated associations with friendship closeness. Human Communication Research, 35, 130–147.
Liebowitz, J. (2001). Knowledge management and its link to artificial intelligence. Expert Systems with Applications, 20, 1–6.
Liebschutz, S.F. (1992). Coping by non-profit organizations during the Reagan years. Non-profit Management and Leadership, 2, 363–380.
Linstead, S.A., Maréchal, G. and Griffin, R.A. (2010). The dark side of organization. Organization Studies, 31(4), 509–511.
Lindsey-Mullikin, J. (2003). Beyond reference price-understanding consumers’ encounters with unexpected prices. Journal of Product and Brand Management, 12(3), 140–153.
Lu, J., Yu, C.S., Liu, C. and Yao, J.E. (2003). Technology acceptance model for wireless Internet. Internet Research, 13(3), 206–222.
Madsen, M. and Bøgh, L. (2005). Estimating the organ donor potential in Denmark: A prospective analysis of deaths in intensive care units in Northern Denmark. Transplantation Proceedings, 37, 3258–3259.
Maloney, G. and Walker, I. (2002). Talking about transplants: Social representations and the dialectical, dilemmatic nature of organ donation and transplantation. British Journal of Social Psychology, 41, 299–320.
Maloney, G., Hall, R. and Walker, I. (2005). Social representations and themata: The construction and functioning of social knowledge about donation and transplantation. British Journal of Social Psychology, 44, 415–441.
Mamesah, A. (2013). Cognitive dissonance theory in HA HA billiard manado. Jurnal EMBA, 1(4), 561–570.
Máruf, J.J., Mohamad, O. and Ramayah, T. (2005). Intention to purchase via the internet: A comparision of two theoretical models. Asian Academy of Management Journal, 10(1), 79–95
Matthey, A. and Regner, T. (2011). Do I really want to know: A cognitive dissonance-based explanation of other-regarding behavior. Games, 2, 114–135.
McDonald, D.D., Ferreri, R., Jin, C., Mendez, A., Smail, J., Balcom, P., Shoemaker, S., Kamuzora, P.L., Durham, R. and Dibble, J. (2007). Willingness to communicate organ donation intention. Public Health Nursing, 24, 151–159. 
Mekahi, D., Liutkus, A., Fargue, S., Ranchin, B. and Cochat, P. (2009). Survey of first-year medical students to assess their knowledge and attitudes toward organ transplantation and donation. Transplantation Proceedings, 41, 634–638.
Millan, E.S. and Mittal, B. (2010). Advertising’s new audiences: Consumer response in the new free market economics of central and Eastern Europe: The case of Czech Republic. Journal of Advertising, 39(3), 81–98.
Molzahn, A.E., Starzomski, R. and McDonald, M. (2004). Aboriginal beliefs about organ donation: Some Coast Salish viewpoints. Canadian Journal of Nursing Research, 36, 110–128.
Molzahn, A.E., Starzomski, R., McDonald, M. and O’Loughlin, C. (2005). Chinese-Canadian beliefs toward organ donation. Qualitative Health Research, 15, 82–98.
Morgan, S.E. (2004). The power of talk: African Americans’ communication with family members about organ donation and its impact on the willingness to donate organs. Journal of Social and Personal Relationships, 21(1), 112–124.
Morgan, S.E. (2009). The intersection of conversation, cognitions, and campaigns: The social representation of organ donation. Communication Theory, 19, 29–48.
Morgan S.E., Harrison, T.R., Afifi, W.A., Long, S.D. and Stephenson, M.T. (2008). In their own words: The reasons why people will not sign an organ donor card. Health Communication, 23, 23–33.
Morgan, S.E., Harrison, T.R., Afifi, W.A., Long, S.D., Stephenson, M.T. and Reichert, T. (2005). Family discussions about organ donation: How the media is used to justify opinions and influence others about donation decisions. Clinical Transplantation, 19, 674–682.
Morgan, S.E., Harrison, T.R., Long, S.D., Afifi, W.A., Stephenson, M.S. and Reichert, T. (2005). Family discussions about organ donation: How the media influences opinions about donation decisions. Clinical Transplanation, 19, 674–682.
Morgan, S.E., Harrison, T.R., Long, S.D., Afifi, W.A. and Stephenson, M.T. (2008). In their own words: A multicultural qualitative study of the reasons why people will (not) donate organs. Health Communication, 23, 23–33.
Morgan, S.E. and Miller, J.K. (2001). Beyond the organ donor card: The effect of knowledge, attitudes, and values on willingness to communicate about organ donation to family members. Health Communication, 14, 121–134.
Morgan, S.E. and Miller, J.K. (2002a). Beyond the organ donor card: The effect of knowledge, attitudes, and values on willingness to communicate about organ donation to family members. Health Communication, 14(1), 121–134. 
Morgan, S.E. and Miller, J.K. (2002b). Communicating about gifts of life: The effect of knowledge, attitudes, and altruism on behavior and behavioral intentions regarding organ donation. Journal of Applied Communication Research, 30(2), 163–178.
Morgan, S.E., Miller, J.K. and Arasaratnam, L.A. (2002). Signing cards, saving lives: An evaluation of the worksite donation promotion project. Communication Monographs, 69(3), 253–273.
Morgan, S.E., Miller, K.E. and Arasaratnam, L.A. (2003). Similarities and differences between African Americans' and European Americans' attitudes, knowledge, and willingness to communicate about organ donation. Journal of Applied Social Psychology, 33, 693–715.
Morgan, S.E., Movius, L. and Cody, M.J. (2009). The power of narratives: The effect of entertainment television organ donation storylines on the attitudes, knowledge, and behaviors of donors and nondonors. Journal of Communication, 59, 135–151.
Morwitz, V.G., Johnson, E.J. and Schmittlein, D.C. (1993). Does measuring intent change behavior. Journal of Consumer Research, 20(1), 46–61.
Nakayama, Y., Ota, M., Isshiki, M. and Mori, M. (2002). Evaluation of effects of education about a donor card on university or college students. Nippon Koshu Eisei Zasshi, 49, 1097–1106.
Naçar, M., Çetinkaya, F., Baykan, Z. (2009). Attitudes and behaviours of students from the faculty of theology regarding organ donation: A study from Turkey. Transplantation Proceedings, 41, 4057–4061.
Neukar, A. (2003). Old is gold? The value of temporal exploration in the creation of new knowledge. Management Science, 49(2), 211–229. 
Nunnally, J.C. and Bernstein I.H. (1994). Psychometric Theory Edition. New York : McGraw-Hill.
Oliver, R. L., and Bearden,W. O. (1985). Crossover effects in the theory of reasoned action: A moderating influence attempt. Journal of Consumer Research, 12(3), 324–340.
Olson, D.H. (2000). Circumplex model of marital and family systems. Journal of Family Therapy, 22(2). 144–167.
Ouellette, J.A. and Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin, 124(1), 54–74.
Park, H.S. and Smith, S.W. (2007). Distinctiveness and influence of subjective norms, personal descriptive and injunctive norms, and societal descriptive and injunctive norms on behavioral intent: A case of two behaviors critical to organ donation. Human Communication Research, 33, 194–218.
Patton, M.Q. (2002). Qualitative research and evaluation methods. Thousand Oaks, CA: Sage.
Petrovici, D. and Marinov, M. (2007). Determinants and antecedents of general attitudes towards advertising: A study of two EU accession countries. European Journal of Marketing, 41(3/4), 307–326.
Pikkarainen, T., Pikkarainen, K., Karjaluoto, H. and Pahnila, S. (2004). Consumer acceptance of online banking: An extension of the technology acceptance model. Internet Research, 14(3), 224–235.
Radecki, C.M., and Jaccard, J. (1999). Signing an organ donation letter: The prediction of behavior from behavioral intentions. Journal of Applied Social Psychology, 29, 1833–1853.
Radunz, S., Hertel, S., Schmid, K.W., Heuer, M., Stommel, P., Frühauf N.R., Saner, F.H., Paul, A. and Kaiser, G.M. (2010). Attitude of health care professionals to organ donation: Two surveys among the staff of a German university hospital. Transplantation Proceedings, 42(1), 126–129.
Ramayah, T., Nasurdin, A.M., Noor, M.N.M. and Beng, L.S. (2002). Relationships between belief, attitude, subjective norm, intention, and behavior towards infant food formula selection: The views of the Malaysian mothers. Gadjah Mada International Journal of Business, 6(3), 405–418.
Ramayah, T., Noor, N., Nasurdin, A. M. and Hasan, H. (2003). Students’ choice intention of a higher learning institution: An application of the theory of reasoned action (TRA). Malaysian Management Journal, 7(1), 47–62.
Ramayah, T., Noor, N., Nasurdin, A.M. and Sin, Q.B. (2004). The relationships between belief, attitude, subjective norm, intention, and behavior towards number gambling: The Malaysian context. Journal Bisnis Strategy, 10(VII), 81–96.
Ramayah, T., Rouibah, K., Gopi, M. and Rangel, G.J. (2009). A decomposed theory of reasoned action to explain intention to use Internet stock trading among Malaysian investors. Computers in Human Behavior, 25, 1222–1230.
Rasheed, S.A. and Padela, A.I. (2013). The Interplay between religious leaders and organ donation among musilms. Zygon, 48(3), 635–654.
Rhodes, R.E. and Courneya, K.S. (2003). Investigating multiple components of attitude, subjective norm, and perceived control: An examination of the theory of planned behaviour in the exercise domain. The British Journal of Social Psychology, 42, 129–146.
Rigdon, E.E. (1999). Using the friedman method of ranks for model comparison in structural equation modeling. Structural Equation Modeling, 6 (3), 219–32.
Rijal, N. and Tacchi, J. (2013). Media in a transitioning Nepal: Does expansion translate to pluralism. Creative Industries Journal, 6(1), 57–70.
Rivis, A. and Sheeran, P. (2003). Descriptive norms as an additional predictor in the theory of planned behaviour: A meta-analysis. Current Psychology: Developmental, Learning, Personality, Social, 22, 218–233.
Rosengren, S., Dahlén, M. and Modig, E. (2013). Think outside the Ad: Can advertising creativity benefit more than the advertiser? Journal of Advertising, 42(4), 320–330
Rouibah, K., Ramayah, T. and May, O.S. (2009). User acceptance of internet banking in Malaysia: Test of three acceptance models. International Journal for E-Adoption, 1(1), 1–19.
Rouibah, K., Ramayah, T. and May, O.S. (2011). Modeling user acceptance of internet banking in MALAYSIA: A partlal least square (PLS) approach. In Sharma, S.K (Eds.), E-adoption and Socio-Economic Impacts: Emerging Infrastructural Effects (pp. 1–23). Pennsylvania: IGI Global Publisher, USA.   
Rubens, A.J. (1996). Racial and ethnic differences in students’ attitudes and behavior toward organ donation. Journal of the National Medical Association, 88, 417–421.
Rumsey, S., Hurford, D.P. and Cole, A.K. (2003). Influence of knowledge and religiousness on attitudes toward organ donation. Transplantation Proceedings, 35, 2845–2850.
Ryu, K. and Jang, S. (2006). Intention to experience local cuisine in a travel destination: The modified theory of reasoned action. Journal of Hospitality and Tourism Research, 30(4), 507–516.
Schaeffner, E.S., Windisch, W., Freidel, K., Breitenfeldt, K. and Winkelmayer, W.C. (2004). Knowledge and attitude regarding organ donation among medical students and physicians. Transplantation, 77(11), 1714–1718.
Schilbrack, K. (2005). Religion, models of, and reality: Are we through with Geertz? Journal of the American Academy of Religion, 73(2), 429–452.
Schwartz, C.E., Quaranto, B.R., Bode, R., Finkelstein, J.A., Glazer, P.A. and Sprangers, M.A.G. (2012). Doing good, feeling good, and having more: Resources mediate the health benefits of altruism differently for males and females with lumbar spine disorders. Applied Research Quality Life, 7, 263–279.
Shabanzadeh, A.P., Sadr, S.S., Ghafari, A., Nozari, B.H. and Toushih, M. (2009). Organ and tissue donation knowledge among intensive care unit nurses. Transplantation Proceedings, 41, 1480–1482.
Shavitt, S., Vargas, P. and Lowrey, P. (2004). Exploring the role of memory for self-selected Ad experiences: Are some advertising media better liked than others? Psychology and Marketing, 21(12), 1011–32.
Shim, S., Eastlick, M.A., Lotz, S.L. and Warrington, P. (2001). An online prepurchase intention model: The role of intention to search. Journal of Retailing, 77, 397–416.
Shih, Y. and Fang, K. (2004). The use of decomposed theory of planned behavior to study internet banking in Taiwan. Internet Research, 14(3), 213–223.
Shih, Y. and Fang, K. (2006). Effects of network quality attributes on customer adoption intentions of internet banking. Total Quality Management and Business Excellence, 17(1), 61–77.
Skumanich, S.A., and Kintsfather, D.P. (1996). Promoting the organ donor card: A causal model of persuasion effects. Social Science and Medicine, 43, 401–408.
Smith, A., Matthews, R. and Fiddler, J. (2011). Blood donation and community: Exploring the influence of social capital. International Journal of Social Inquiry, 4(1), 45–63.
Spears, N. and Singh, S.N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research Advertising, 26(2), 53–66.
Spencer, R. and Hinks, J. (2007). The significance of cognitive dissonance for the “hard and soft FM” paradigm and quality assessment practices: A whole new can of worms? Journal of Facilities Management, 5(4), 243 – 262.
Stern, P.C., Dietz, T., Abel, T., Guagnano, G.A. and Kalof L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81–97.  
Sudman, S. and Blair, E. (1998). Marketing research: A problem–solving approach. MA: McGraw–Hill.
Suh, B. and Han, I. (2002). Effects of trust on customer acceptance of Internet banking. Electronic Commerce Research and Applications, 1(3/4), 247–63.
Sweeney, J.C., Hausknecht, D. and Soutar, G.N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology and Marketing, 17(5), 369–385.
Teddlie, C. and Yu, F. (2007). Mixed Methods Sampling: A Typology With Examples. Journal of Mixed Methods Research, 1(1), 77–100
Thompson, T.L., Robinson, J.D. and Kenny, R.W. (2004). Family conversations about organ donation. Progress in Transplantation, 14, 49–55.
Topbaş, M., Can, G. and Can, M.A. (2005). Outmoded attitudes towards organ donation among Turkish health care professionals. Transplantation Proceedings, 37, 1998–2000.
Topbaş, M., Türkyilmaz, S. and Can, G.. (2011). Information, attitude, and behavior toward organ transplantation and donation among health workers in the eastern black sea region of Turkey. Transplantation Proceedings, 43, 773–777.
Trompeta, J.A., Chen, J.-L., Cooper, B.A.. Ascher, N.L. and Kools, S.M. (2010). Development of the organ donation and transplantation knowledge survey for use in Asian American adolescents. Transplantation Proceedings, 42, 1427–1431. 
Truong, Y., McColl, R. and Descubes, I. (2009). Testing U.S. advertising belief and attitude measures in France. Journal of Euromarketing, 18(1), 35–46.
Tsaur, R.-C. (2011). Decision risk analysis for an interval TOPSIS method. Applied Mathematics and Computation, 218, 4295–4304.
Türkyilmaz, S., Topbaş, M., Ulusoy, S., Kalyoncu, M., Kilic, E. and Çan, G. (2013). Attitudes and behavior regarding organ donation and transplantation on the part of religious officials in the Eastern Black Sea region of Turkey. Transplantation Proceedings, 45, 864–868.
Vallerand, R. J., Deshaies, P., Cuerrier, J., Pelletier, L. G., and Mongeau, C. (1992). Ajzen and Fishbein’s theory of reasoned action as applied to moral behavior: A confirmatory analysis. Journal of Personality and Social Psychology, 62(1), 98–109.
Venkatesh, V. and Davis, F.D. (2000). A theoretical expansion of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204.
Venkatesh, V., Morris, M.G. and Davis, G.B. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.
Vincent, D.E. (2006). Exploring college students’ family discussion about organ and tissue donation. Communication Research Reports, 23, 299–308.
Waldrop, D.P., Tamburlin, J.A., Thompson, S.J. and Simon, M. (2004). Life and death decisions: Using school-based health education to facilitate family discussion about organ and tissue donation. Death Studies, 28, 643–657. 
Washer, P. and Joffe, H. (2006). The“hospital superbug”: Social representations of MRSA. Social Science and Medicine, 63, 2141–2152.
Wijaya, B.S. (2011). New model of hierarchy of effects in advertising. Proceeding International Seminar on Scientific Issues and Trends, 5–15
Wijaya, B.S. (2012). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73–85.
Wildman, J. and Hollingsworth, B. (2009). Blood donation and the nature of altruism. Journal of Health Economics, 28, 492–503.
Yeung, I., Kong, S.H. and Lee, J. (2000). Attitudes towards organ donation in Hong Kong. Social Science and Medicine, 50, 1643–1654.
Yi, M.Y., Jacson, J.D., Park J.S. and Probst, J.C. (2006). Understanding information technology acceptance by individual professionals: Toward an integrative view. Information and Management, 43, 350–363.
Yu, C., Holroyd, E., Cheng, Y. and Lar, J.T.F. (2013). Institutional incentives for altruism: Gifting blood in China. BMC Public Health, 13, 524–531.
Zaltman, G. and Burger, P.C. (1975). Marketing research: Fundamentals and Dynamics. Stanford: International Thomson Publishing.