| The purpose of this research is to reveal the main characteristics of Chinese urban residents’monetary donation behavior, and explore the factors influencing the donation behavior, and give theoretical explanations, and provide incentives and mobilization strategies for charitable organizations to guide the residents to engage in charitable activities. The author used literature reviewing, questionnaire survey, statistics methods such as descriptive statistics, independent samples T-test, Kruskal-Wallis H test, regression analysis, confirmatory factor analysis, and structural equation modeling to study these issues.In this study, the theory of planned behavior was intergrated with the theory of altruism and applied to the exploration to the issues of influencing factors of urban residents’monetary donation behavior. According the author’s previous research expierence, the theory of planned behavior was modified, the variables of intention and perceived behavioral control were removed, and only the variables of attitude, subjective norm and behavior were adopted.With the introduction of the theory of altruism, a conception of altruistic tendency was used instead of behavioral intention of the theory of planned behavior. In this way, the author formulated a "model of altruism-planned behavior". In order to investigate the influencing factors of monetary donation behavior more comprehensively, the author defined the variables of charitable trust, charitable values, attitude of RenQing SuiLi, policies and measures, and designed the questionnaire of influencing factors of urban residents’donation behavior.1062respondents who were in Liaoning, Jiangsu and Sichuan province were surveyed, and the variables contained in formal questionnaire were donation attitude, subjective norms of donation, altruistic tendency, donation behavior, charitable trust, charitable values, attitude of RenQing SuiLi, policies and measures.In this study, the author adopt the progressive research strategy to propose nine assumptions. Hypothesis1:Donation behavior was positively impacted by donation attitude; Hypothesis2:Donation behavior was positively impacted by subjective norms of donation; Hypothesis3:Donation behavior was positively impacted by altruistic tendency; Hypothesis4:Donation behavior was positively impacted by charitable values; Hypothesis5:Donation behavior was negatively impacted by the attitude of RenQing SuiLi; Hypothesis6:Donation behavior was positively impacted by charitable trust; Hypothesis7:Donation behavior was positively impacted by policies and measures; Hypothesis8:residents’charitable trust was positively impacted by policies and measures; Hypothesis9:residents’donation attitude was positively impacted by charitable values.Based on these nine assumptions, the author built six theoretical models, and then used regression analysis and structural equation modeling analysis methods to verify these assumptions and theoretical models. At last, all the assumptions were verified.In this study, the following findings were:First, regarding the status of residents’ monetary donation behavior in the past year, the study found that the residents donating respectively to strangers and charitable organizations were211.43yuan and150.18yuan.68.93%of respondents spent less than1.000%of annual income on charitable donations in the past year, which12.84%of the respondents didn’t donate. When different income groups’ donation behavior was compared, the results were got:According the average annual amount of donations, it appeared to be growing tendency in addition to the income group of "1001-2000yuan". That’s to say, the more income the residents got, the more average annual amount of charitable donations they spent. However, if the ratio of donation and income was compared between different income groups, the more income the residents got, the lower was the ratio of donation and income. That’s to say, they were more"stingy".Second, with comparing the goodness of fit and path coefficients about six models, the author confirmed the complex model fitted better. That’s to say, the Model6based on nine assumptions was to be the best model. Meanwhile, path coefficients of the model also proved that Model6can better reveal the size of each influencing factor and highlight the respective effect of influencing factors on monetary donation behavior.Third, when the author investigated the different factors how to affect residents’ monetary donation behavior, the author got lots of results:When compared the different factors having direct effect on donation behavior with decreasing order, these variables which had positive impact were altruistic tendency, charitable trust, policies and measures, while these variables of attitude of RenQing SuiLi and charitable values had negative impact on donation behavior; When compared the different factors having full effect on residents’ donation behavior with decreasing order, these variables which had positive impact were altruistic tendency, donation attitude, policies and measures, charitable trust, subjective norms of donation, and charitable values, while the attitude of RenQing SuiLi had negative impact on donation behavior.Furthermore, the research got the main features of urban residents’monetary donation behavior:(1)The amount of urban residents’monetary donations was less and residents’ donation behavior did not form the day-to-day charitable habit;(2)Charitable donation cognition was in the transition from traditional to modern stage;(3)There was significant difference about residents’donation behavior between different age, marital status, education, income, occupational and political landscape groups;(4)The purely altruistic tendency was the strongest in the three kinds of altruistic tendencies, when the residents donated;(5)Urban residents’ donation behavior was impacted greatly by the attitude of RenQing SuiLi.At last, the author proposed lots of recommendations to promote residents’monetary donation behavior.(1)Strengthened the charity promotion:on the one hand, improved media charity promotion targeted; on the other hand, expanded charity promotion channels; strengthen the charitable education to improve residents’charitable cognition level, and shaped residents’ modern charitable values.(2) Flexible and diverse mobilizations of donation should be carried out. On the one hand, community and company and so on should play a role in charity to mobilize; On the other hand, different mobilization measures for different groups should be used.(3) The "two-pronged" incentives with material and spirit should be adopted in order to encourage more residents to participate in donation.(4)The various measures should be implemented to raise residents’charitable trust level. That’s to say, strengthened the credibility construction of charitable organizations and the charitable institution builing; and charitable donations information feedback should also be done.(5)Long-term mechanism of supervision on charity should be established. Charity authority should adopt flexible and diverse forms of supervision, and should establish a strict monitoring mechanism to avoid irregularities in the use of charitable donations.(6)Used the unique RenQing SuiLi culture to induced residents’ charitable donation behavior. So it should weaken the negative impact of RenQing SuiLi culture, and used timely the custom of RenQing SuiLi to mobilize residents to donate money. |
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