社会资金捐赠者捐赠意愿及提升路径研究

随着高等教育大众化浪潮和高等教育成本的上升，经费问题成为高校发展的共同难题，高校社会捐赠越来越得到人们的重视。但是该如何提高社会捐赠主体对学校的捐赠还相对模糊，采用结构方程模型构建了捐赠意愿影响因素模型，研究感激、信任和管理完善度是如何及在何种程度上影响捐赠主体的捐赠意愿，通过单因素方差分析，研究校庆是否会影响捐赠意愿。通过研究结论提出提升社会主体捐赠意愿的途径。

Social Capital Donors' Willingness and Ascension Path

As the global wave of rising cost of higher education and popularization of higher education, funds problem become the common problems of the development of colleges and universities, colleges and universities social donation is more and more get people's attention. But how to improve social donations of subject in school is relatively fuzzy, structural equation model was used to construct the donations will influence factor model, the gratitude, improve the degree of trust and management influence how and to what extent donations of main body, through the single factor analysis of variance, the anniversary will affect willingness. Through the research conclusion proposes ways to improve social main body donation willingness.