Segmentation Analysis of the Volunteering Preferences of University Students

摘要

The purpose of this article is to explore how universities can increase volunteering among their students. To accomplish this objective, conjoint anlaysis was undertaken to determine the different underlying needs and preferences that drive the volunteering behavior of students. From this data, four need-based segments are identified and discussed. Strategies are then formulated to meet the needs and preferences of each segment as a means to increase volunteering on campuses.