在线社会资本视角下大学生捐款行为的影响因素研究  

Influencing factors of college students′donation behavior from the perspective of online social capital

作　　者：王夫寿 WANG Fushou(School of Public Policy & Management, China University of Mining and Technology, Xuzhou 221116;Higher Education Research Center, Jiangsu Normal University, Xuzhou 221116, China)

机构地区：[1]中国矿业大学公共管理学院,江苏徐州221116 [2]江苏师范大学高等教育研究中心,江苏徐州221116

出　　处：《高校教育管理》2021年第6期57-66,共10页Journal of Higher Education Management

基　　金：教育部人文社会科学研究青年项目(17YJC710082);全国教育科学“十三五”规划青年课题(EIA160446);江苏省高校哲学社会科学研究项目(2016SJB710064)。

摘　　要：作为未来社会的中坚力量,大学生是未来社会慈善捐赠的主要群体。随着社交化媒体日益成为大学生重要的沟通平台,考察线上社会资本对大学生捐赠行为的影响具有重要意义。本研究基于江苏省17所高校大学生的调查数据分析了在线社会资本对大学生捐款行为的影响。研究发现,在线桥连型社会资本和在线黏连型社会资本均对大学生捐款行为有显著影响,且在线黏连型社会资本比在线桥连型社会资本对大学生捐款行为的影响大;此外,党员身份、班干部身份、是否加入社团等也是解释大学生捐款行为的重要变量。基于此,本研究提出个体应积极培育线上社会资本;高校可通过将公益慈善教育纳入思政课堂、树立公益慈善榜样等举措培养大学生的公益慈善精神,通过加强社团建设培育大学生合作、互惠和关心他人的精神等建议。As the backbone of the future society,college students are the main group of charitable donations in the future society.As social media has increasingly become an important communication platform for college students,it is of great significance to investigate the impact of online social capital on college students′donation behavior.Based on the survey data of students from 17 colleges and universities in Jiangsu province,this study analyzes the impact of online social capital on college students′donation behavior.It finds that both online bridging social capital and online bonding social capital have significant impacts on college students′donation behavior,and online bonding social capital has a greater impact on college students′donation behavior than online bridging social capital;in addition,identities of Party(the Communist Party of China)members and class cadres and whether to join associations are also important variables to explain college students′donation behavior.Based on these,this study proposes that individuals should actively cultivate online social capital;universities could cultivate college students′spirit of public welfare and charity by carrying out public welfare and charity education in ideological and political classes,and setting examples of public welfare and charity,and foster students′spirit of cooperation,reciprocity and care for others through strengthening the construction of associations.

关 键 词：社会资本理论 桥连型社会资本 黏连型社会资本 大学生 捐赠行为 回归模型 

分 类 号：G640[文化科学—高等教育学]