Research On The Impact Factors Of China Residents Charitable Giving Behavior:a Case Of Liaoning Province

"5.12earthquake" has greatly stimulated the Chinese people’s charitable enthusiasm, but China’s donation level still has big gap with the West even in such a warm surge of year. Charitable giving is the precondition and basis of philanthropy’s development and growth and conducive to social security and society’s harmonious development. At present, less than20%of the donations came from individual donations which has a big space for development. In such a social background, the author sample surveys811residents’charitable giving behavior and influencing factors through CATI in Liaoning province.In this study, the author construct the factors model of Chinese residents’ charitable giving based on TPB and optimize variables which include donation, intention, attitude, subjective norm, perceived behavioral control, social environment, donor awareness, interpersonal trust, socio-economic status through open questionnaires and pre-survey. Then the author adopte random dial-up technology for multi-stage random sample of PPS and control quato by household according to the "2008Statistical Yearbook of Liaoning Province" to make the sample more representative.In this study,5groups up to25hypotheses were tested by variance analysis and structural equation modeling. Found:intentions most significant affect charitable giving behavior and perceived behavioral control most significant affect intentions in the theory of planned behavior variables and socio-economic status and social environment most significant affect charitable giving behavior in the exogenous variables. From the analysis of demographic factors, education, income and type of occupation have significant correlation with charitable giving and other demographic factors also have significant differences with charitable giving.Meanwhile, the author constructs charitable giving index based on structural equation model which has significant correlation with donations per capita. To further explore the relationship between the index and the macroeconomic indicators, the results that charitable giving index is ralated with per capita GDP, per capita income, divorce rate, unemployment rate. Finally, the author makes recommendations on nurturing people’s charitable giving behavior, such as promoting the value of charity, proving confidence with life, developing the level of regional economic, promoting the correct concept of charitable giving, take different incentives to different people and so on.