Research On The Effects Of Cause Attributes Of Micro-public On Individual Donor's Giving Intention

Numerous NPO studies showed that lack of funds, has become a key issue hindering the development of NPO, compared with Western countries, China's public donations especially personal donations, there are still a huge gap, how to effectively attract private donations has become one of the most important issues. With the Internet such as mnicroblogging and other new media, web-based micro-public brought public power of ordinary individuals together, sparked widespread public participation, and thus became an important donation model. However, in many micro-public projects, results attracting public donation vary greatly. Researches of micro-public cause attributes affecting donation intention and influence mechanism, is of great significance to help micro-public project to improve the attractiveness of the donation.This paper, based on the literature review, through a pre survey combination of qualitative and quantitative study,large sample surveys, structural equation model empirical analysis, etc., determined key micro-public perception cause attributes, explored the relationship between commitment mediating effects mechanisms between these attributes and the individual donation intention, and finally provided attractive strategy ?commendations to improve micro-public donations.Study found that micro-public cause attributes included the cause importance, cause participation, cause proximity, cause trustworthiness, and cause vividness; in relationship between the cause attributes and donation intention, the cause importance, cause participation, cause vividness could significantly affect the donation intention; the level of commitment mediated between the cause attributes and donation intention.