Research On Influencing Factors Of Online Medical Crowdfunding Donation Behavior Based On Normative Activation Theory

Compared with Western countries,our country’s traditional personal donation accounts for a relatively low proportion of total social donation,and its share of GDP is much lower than that of Western countries.With the rapid rise of online medical crowdfunding platforms,such as ‘Qschou’ and ‘Shuidichou’,online medical crowdfunding has received more and more attention from society and academia,and online medical donation has also become an important part of social personal donation.With the technical support of new media,such as mobile phones,personal online medical donation has shown new characteristics and new problems.For example,there is a lack of understanding of online medical crowdfunding,a large prejudice and distrust attitude on it,and a weakened sense of social responsibility.Online medical crowdfunding is becoming more and more common today,these factors have become important factors hindering the development of our country’s personal online medical crowdfunding donation,and it will definitely have a profound impact on the development of our country’s personal donation.This study takes the classical theory ‘Norm activation theory’,which is used for the research of pro-social behavior,as this paper’s theoretical framework,and analyzes the factors influencing the behavior of Chinese citizens’ online medical crowdfunding donation.In order to be more in line with the research situation,through literature review and previous in-depth interviews,our study introduces variables,such as "contextual involvement" and "social norms",to form a more comprehensive and complete theoretical model for this research。In this study,511 valid questionnaires were collected.Samples mainly come from Qingdao,and a small number of questionnaires were forwarded online.The questionnaire is distributed to people who have a certain understanding of "Shuidichou" and "Qschou".Through the analysis of software tools,such as SPSS25.0,AMOS24.0 and SPSSAU,the new model effectively explains the behavior of online medical crowdfunding donation,and the model fits well.awareness of consequence positively affects personal norm,ascription of responsibility positively affects personal norm,awareness of consequence positively affects ascription of responsibility,ascription of responsibility plays an intermediary role between awareness of consequence and personal norm,and contextual involvement plays an important moderating role between awareness of consequence and personal norm,personal norm positively affect online donation behavior,social norm positively affect personal norm,personal norm play an intermediary role between social norm and online donation behavior,and social norm positively affects online donations behavior.Regarding the frequency of donations,willingness to donate and the amount of donations,this article does an analysis of variance on gender,age group,type of occupation,and cognition of one’s own economic status,and there are certain differences.Based on the research results,this article proposes feasible suggestions for communication and measures to promote online medical crowdfunding donations,so as to promote the long-term development of online medical crowdfunding in our country...