网络慈善平台个体捐赠动力研究  

Research on the Individual Donation Motivation of online Char Ity Platform

作　　者：钟艾珈 Zhong Aijia(Beihang University,Beijing,100191)

机构地区：[1]北京航空航天大学,北京100191

出　　处：《管理观察》2018年第18期103-108,共6页Management Observer

摘　　要：近年来,慈善捐赠正在以网络化的方式进入大众的生活。本文探究了计划行为理论框架下影响个体参与网络慈善的动力因素并通过数据分析得出慈善平台运行中善款去向信息、项目内容信息、项目落实情况的提供,是个体依托网络慈善平台参与慈善捐赠的最重要的三类动力,本文结合目前合法的网络慈善平台中相关慈善信息的实际供给情况,提出了相应的改革建议。In recent years,charitable donations are entering our general life with the popularity of internet.The paper explores the dynamic factors that aff ect individual participation in online charity under the framework of the planned behavior theory(TPB).Through data analysis,the paper concludes that the provisinon of the donation information,project content information,project implementation in the operations of charity platform are the three kind motivation.which individual participates in donation on the charity platform.Finally,the paper gives policy recommendations based on the actual supply of relevant charity information in the legal network charity platform.

关 键 词：网络慈善平台 慈善态度 动力因素 计划行为理论 

分 类 号：D632.9[政治法律—政治学]