The Influence Of Social Class On Individual Willingness To Donate

The application of new technology and new means has greatly reduced the threshold and difficulty for the general public to participate in the donation,so that people can do a good deed every day.The country has also formulated the "Public welfare Donation Law","Charity Law" and other laws,which also shows the importance of public welfare donation and its importance.Ashley etal.(2017)suggest that an individual’s financial situation should be the most likely factor to effectively motivate giving,but selfishness and generosity are not inherent consequences of a person’s own financial situation.Other factors also play a role.In academia,there has been debate about whether individuals of higher social classes are more charitable,generous,and helpful than individuals of lower social classes,without a firm conclusion.We are in a social environment and have to deal with others all the time,and social benevolence is the opportunity to pay attention to and choose others in interpersonal relationship,which is inseparable from social relationship.Prosocial behavior can help the actors promote interpersonal relationship and bring them reputation,social support,social resources,etc.In view of this,it is believed that the attention to the needs of others and one’s own goodwill have a certain impact on the relationship between social class and prosocial behavior.Therefore,this study intends to take social class and social mindfulness as independent variables and donation intention as dependent variable to explore this issue through three studies.First,the relationship between social class and donation intention was understood through the scale measurement,and then the influence of social class on donation intention was further verified through the experiment.Finally,the role of social mindfulness in social class and donation intention was investigated on this basis.Study 1,first tested the relationship between social class and willingness to donate through measurement.The results showed that there was a positive relationship between social class and donation intention,and the explanatory power of subjective social class was greater than that of objective social class.study 2,the influence of social class on donation intention was verified by manipulating subjective social class and asking subjects to donate.The results showed that,compared with individuals of low subjective social class,individuals of high subjective social class had higher intention to donate,and there was no significant difference between individuals of different objective social class in donation intention.study 3,two variables of subjective social class and social goodwill were manipulated,and 2(subjective social class: high vs low)×2(social goodwill: high vs low)experiment was conducted to investigate the influence of social class and social goodwill on donation intention.The results showed that,on the one hand,under the condition of high subjective social class,the subjects with high level of social mindfulness were significantly more willing to donate than those with low level of social mindfulness.On the other hand,under the condition of a high level of social mindfulness,the donation intention of the subjects of a high subjective social class was significantly higher than that of the subjects of a low subjective social class.Under the condition of a low level of social mindfulness,there was no significant difference in the donation intention of different subjective social classes.In conclusion,the following conclusions are drawn:(1)There is a positive relationship between social class and donation intention,and social class can significantly predict donation intention.(2)Compared with low social strata,high social strata have higher intention to donate,and the predictive and explanatory power of subjective social strata is higher than that of objective social strata.(3)Social mindfulness plays a moderating role between social class and donation intention.When the individual’s social mindfulness is high,the influence on the high social class is greater than that on the low social class,that is,for the high social mindfulness,the donation intention of the high social class is significantly higher than that of the low social mindfulness,and there is no significant difference in the donation intention of the low social class.