基于微信社交媒体的公益众筹捐赠意愿影响因素实证研究  

A study of Factors on WeChat Public FundraisingIntention

作　　者：陈吕菡 朱小栋[1] Lvhan Chen;Xiaodong Zhu(Business School,University of Shanghai for Science ＆ Technology,Shanghai 200093,Chin)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《中国林业经济》2018年第4期107-112,共6页China Forestry Economics

基　　金：教育部人文社会科学青年基金项目(12YJC870037);2014年度计算智能与信号处理教育部重点实验室(安徽大学)开放课题;2017上海理工大学教师发展研究项目

摘　　要：从新的研究视角切入,基于TAM模型、依附理论和个人捐赠经历,构建了基于微信社交媒体的公益众筹捐赠意愿影响因素研究模型,并提出对应的相关假设。利用结构方程模型,通过SPSS和AMOS对调查数据进行分析。研究结果表明,个人捐赠态度对于捐赠意愿有直接影响,而感知捐赠易用性、感知捐赠有用性、个人捐赠经历以及情感依附对于捐赠态度具有显著的影响。其中,朋辈追随、微信社交信任和项目认同对于情感依附具有显著的影响,个人捐赠经历和情感依附的交互作用对于捐赠态度的影响是积极且显著,并根据结论提出了相关建议。With the rapidly development of Internet Finanee and the universalness of soeial media like WeChat, fundraising shows new situation. More and more people ehoose to use publie fundraising on WeChat, Weibo and ere. However, there are few learners to foeus on this new area, so that this paper ehoose to break through in this point. By taking into eonsideration of the TAM Model, attaehment theory and donation experienee, this paper established a theoretieal model for analyzing the faetors impaeting the intention of people publiefundraising in WeChat.Data was analyzed with struetural equation modeling by SPSS and Amos. The results indieated most assumptions were proved to be true, and people＇s attitude towards donation brings direet influenee on their intention, while other faetors like perceived usefulness, pereeived ease of use,donation experienee and emotion attaehment play an in indireet role. Other hand, the effeets of peer following, Weehat soeial trust and ease identifieation on emotional attaehment are signifieant. Finally, some suggestions were put forward based on the eonelusion.

关 键 词：公益众筹 微信 捐赠意愿 影响因素 

分 类 号：F830[经济管理—金融学]