个人捐赠何以可为:慈善信息与组织信任的作用机制研究

捐赠作为慈善事业发展的基石,对社会发展和社会的良性运行具有重要意义。本文在实证调查基础上,运用OLS回归方法分析了慈善信息、组织信任与个人捐赠行为三者之间的关系。研究发现:慈善信息的获取对捐赠行为具有积极影响,其中通过新兴媒介获取慈善信息的影响远远大于通过传统媒介获取信息的影响;慈善信息的获取不仅直接影响个人的捐赠行为,而且可以通过慈善组织信任度这个中介变量间接影响个人捐赠行为。

The Path of Individual Donation Behavior:Based on the Mechanism of Charity Information and Public Trust

As the cornerstone of the development of charity,donation is of great significance to the development and the effective operation of society.On the basis of empirical investigation,this paper analyzes the relationship among charity information,public trust and individual donation behavior with OLS regression method.It is found that the acquisition of charity information has a positive impact on donation behavior,in which the acquisition of charity information through emerging media has a far greater impact than the acquisition of information through traditional media,and the acquisition of charity information not only directly affects individual donation behavior,but also indirectly affects individual donation behavior through the degree of public trust which is the intermediary variable.