社会资本对网络微公益筹款能力的影响:基于组织与个体层面的双重验证  

The Impact of Social Capital on the Fundraising Capacity of Online Charitable Crowdfunding:A Dual Verification Based on the Organizational and Individuals Levels

作　　者：池上新[1] 周雅柔 黄尚斌 许英 Chi Shangxin;Zhou Yarou;Huang Shangbin;Xu Ying

机构地区：[1]深圳大学政府管理学院社会学系 [2]深圳大学政府管理学院 [3]深圳大学计算机与软件学院 [4]深圳大学公益慈善研究院

出　　处：《中国非营利评论》2024年第1期20-47,291,共29页China Nonprofit Review

基　　金：腾讯公益联合南都基金会共同开展的百个项目资助计划“社会资本视域下网络微公益的捐赠行为与筹款能力研究”(QT21006-3-3)的阶段性成果之一。

摘　　要：本文旨在研究社会资本对网络微公益筹款能力的影响。将社会资本分为结构型、关系型和认知型三个维度,并将网络微公益分为面向组织和个体两种类别,探讨社会资本对筹款能力的影响。使用Python抓取了“腾讯公益”“轻松公益”“轻松筹”“水滴筹”等网络微公益平台上的信息,并利用SPSS软件进行数据分析。研究发现,发起方的社会资本对筹款能力的影响具有一定复杂性,且组织与个体有所差异:在组织层面,结构型社会资本中的捐赠人数、关系型社会资本中的项目动态更新数量等因素能够提升筹款能力,而结构型社会资本中的发起方微博粉丝数、关系型社会资本中的曾帮助项目数、认知型社会资本中的消极词数等因素则对筹款能力具有一定的负面作用。在个体层面,结构型社会资本中的捐赠人数、关系型社会资本中的项目动态更新数量与转发数量、认知型社会资本中的积极词数等因素能够提升筹款能力。最后,围绕社会资本的三种类型,提出提升筹款能力的对策建议。The purpose of this article is to investigate the impact of social capital on the fundraising capacity of online charitable crowdfunding.Social capital is divided into three dimensions:structural,relational,and cognitive.Online charitable crowdfunding is classified into two categories:organization-oriented and individual-oriented,and the influence of social capital on fundraising capacity is explored.The study uses Python to collect information from online charitable crowdfunding platforms such as Tencent Charity,Ease Charity,Ease Funding,and Water Drop Funding,and conducts data analysis using SPSS software.The study found that the three dimensions of social capital of the initiator have significant differences and the impact on fundraising capacity is somewhat complex,and there are differences between organizations and individuals:at the organizational level,factors such as the number of donors in structural social capital and the number of project updates in relational social capital can promote fundraising capacity,while factors such as the number of Weibo followers of the initiator in structural social capital,the number of projects helped in relational social capital,and the number of negative words in cognitive social capital have a certain negative effect on fundraising capacity.At the individual level,factors such as the number of donors in structural social capital,the number of project updates and shares in relational social capital,and the number of positive words in cognitive social capital can promote fundraising capacity.Finally,based on the research findings,suggestions for promoting fundraising capacity are proposed.

关 键 词：社会资本 网络微公益 筹款能力 组织 个体 

分 类 号：C913.7[经济管理]