社交网络情境下个体捐赠意愿影响因素研究  

A Study on Influence Factors of Individual Donating Will via Social Network Service

作　　者：张星 赵越 肖泉[2] ZHANG Xing;ZHAO Yue;XIAO Quan(School of Management,Wuhan Textile University,Wuhan Hubei 430200,China;School of Information Technology,Jiangxi University of Finance and Economics,Nanchang Jiangxi 330032,China)

机构地区：[1]武汉纺织大学管理学院,湖北武汉430200 [2]江西财经大学信息管理学院,江西南昌330032

出　　处：《信息与管理研究》2019年第1期19-29,共11页Journal of Information and Management

基　　金：国家自然科学基金项目（71403197），国家自然科学基金项目（71861014）;湖北省高等学校人文社会科学重点研究基地项目

摘　　要：基于社交网络的捐赠越来越流行,探讨如何更好地发挥社交网络的优势让更多项目获得成功。从捐赠者的角度出发结合社会资本理论和动机理论,构建一个集成模型来研究影响个体捐赠意愿的因素。根据获得的354份有效问卷,使用SPSS20.0和AMOSS20.0检验所提出的假设。结果表明,同情和互惠对个体捐赠意愿有显著影响,社会联系、共同目标对捐赠动机有显著影响。结果还表明,社会联系、共同目标通过个体捐赠动机对捐赠意愿有间接的作用。Donation via social network service has become more and more popular recently.It is worth paying attention to how to better use of advantages of the social network so as to make more charitable projects successful.Based on the social capital theory and the motivation theory,this study builds an integrated model to study the factors that affect the will of individuals to donate.Through analysis of the 354 valid questionnaires with SPSS20.0 and AMOS 20.0 software,the hypotheses are tested.The results show that the sympathy and the reciprocity have significant impacts on the individual donation will.The social connections and the shared goals have significant impacts on their donation motivation.In addition,the results also show that the social connection and the shared goals have some indirect effects on their donation will through their individual motivation.

关 键 词：社交网络 捐赠 社会资本 个体动机 

分 类 号：C912.3[经济管理] D632.9[社会学]