A Study On The Trust Structure Of Public Charity Organization

Since China’s reform and opening up, along with the development of market economy and society, people pay more attention to public charity, which is flourishing and has became an important part of the social security system in China. At the same time, as non-profit organizations, charity organizations are in the dominant "the third distribution" in the national economy and they play an active role in narrowing the gap between rich and poor, ease social contradictions, promote social stability. However, because of the exposure of various charity scandals, such as "news about Guo Meimei", "tent with whopping price" and the “Baise network for supporting student”, people”s trust in charity organizations has dropped to freezing point, and a series of problems have been triggered.This study chooses people with different professions in Yunnan, Guangxi, Guangdong and Jiangxi as investigations. Through different methods, such as literature analysis, expert analysis, factor analysis and questionnaire investigation, it explores people”s psychological structure and the status of the trust of public charities. The results are as follows:1.Psychological structure of people’s trust in charity organizations concludes five factors : Good faith service, open and transparent, emotional state, recommend intention and re-Donate behavior.2. The mental structure scale of public charities trust(formal version) with good reliability and validity is complied.3. The psychological structure of public charities trust has no significant difference of demographic variables.4. The status of people ” s trust in China’s charity organizations is good. Compared with the folk charity organization, people are inclined to trust public charity.5. People care most about the transparent and open accounts of charity organizations in donation.