数字化时代居民慈善捐赠行为与渠道选择研究  

Charitable Donation Behaviors and Channel Choices in the Digital Era

作　　者：卿石松[1] Qing Shisong(School of Social Development,East China Normal University,Shanghai 200062,China)

机构地区：[1]华东师范大学社会发展学院

出　　处：《社会保障评论》2025年第1期128-144,共17页Chinese Social Security Review

基　　金：紫江公益慈善研究专项基金项目“中国居民慈善捐赠行为及渠道选择机制研究”(1002017025-013)。

摘　　要：慈善捐赠行为、捐赠金额及捐赠渠道选择构成多维一体的复杂决策过程。本文基于中国家庭追踪调查(CFPS)数据,采用两部分模型和多元逻辑斯蒂回归方法,系统探讨了数字化时代居民慈善捐赠的决策机制。研究发现,个体的捐赠参与行为显著受到社会信任、经济状况、教育水平和党员身份等因素的影响,而捐赠金额则主要取决于主观经济地位、家庭人均收入以及捐赠渠道的选择。捐赠参与和捐赠金额的决定因素既有相似性,又表现出显著差异,揭示了捐赠决策的复杂性与层次性。此外,捐赠渠道的选择反映了捐赠者对不同渠道的信任水平及其便捷性、透明性等方面的有效性评价。第三方网络捐赠平台因其便捷性和广泛可及性,已成为居民首选的主流捐赠渠道,但其捐赠金额普遍较低;相比之下,直接向受助者捐赠的金额显著更高,这可能源于捐赠动机的差异及捐赠者与受助者之间的心理距离。本文结合数字化背景和多维决策视角,不仅拓展了对慈善捐赠行为的理解,也为设计更精准的募捐策略、提升公众的参与度与捐赠水平提供了重要的实证依据,为推动慈善事业高质量发展提供了参考。Charitable donation behavior,donation amounts,and channel selection form a multidimensional and integrated decision-making process.This paper,based on data from the China Family Panel Studies(CFPS),employs a two-part model and multinomial logistic regression to systematically explore the decision-making mechanisms behind charitable donations in the digital age.The study finds that individual participation in donations is significantly infl uenced by factors such as social trust,economic status,education level,and membership in the Communist Party of China.In contrast,donation amounts are primarily determined by subjective economic status,household per capita income,and the choice of donation channel.The determinants of donation participation and donation amounts exhibit both similarities and significant diff erences,revealing the complexity and stratification of the donation decision process.Furthermore,the choice of donation channel refl ects donors'trust in diff erent platforms and their evaluation of the channels'convenience,transparency,and eff ectiveness.Third-party online donation platforms,due to their convenience and wide accessibility,have become the mainstream donation channel for residents,although the donation amounts are generally lower.In contrast,donations made directly to recipients tend to be significantly higher,likely due to differences in donation motivations and the psychological distance between donors and recipients.This paper,combining the digital context with a multi-dimensional decision-making perspective,not only enhances our understanding of charitable donation behavior but also provides important empirical insights for designing more eff ective fundraising strategies and increasing public participation and donation levels.These findings offer valuable references for promoting the high-quality development of the charitable sector.

关 键 词：慈善捐赠 捐赠金额 捐赠渠道 捐赠决策 社会信任 

分 类 号：D632.9[政治法律—政治学]