Research On The Effects Of Opinion Leader And Perceived Benefits On Individual Donor's Micro-charity Giving Intention

As an innovative donation model, micro-charity has caused an extensive participation from public for its interaction, interconnectivity and convenience. "Transmission of love, many a little make a mickle", micro-charity is booming and providing a new way of charity participation. With the emergence of social media such as Weibo and WeChat, micro-charity information become increasingly fragmented and in face of individual consumers with limited time and money, it is a key research in micro-charity marketing to find the factors affect the rapid attraction of donation. On the hand, in age of web2.0, opinion leader has become a powerful source for consumer decisions. On the other hand, perceived benefits are also important. Hence, our motivation is to enhance the attraction of micro-donation projects through the investigation of influential mechanism among opinion leader, perceived benefits and personal micro-charity giving intention.This paper starts from the perspectives of communication and social psychology, proposes to use opinion leader and perceived benefits as the independent variables, commitment level as intermediate variable, to construct the research model for individual donation intention of micro-donation, and finally provided attractive strategy recommendations to improve micro-public donations.Study found that in relationship between opinion leader and donation intention, the professionalism and publicity could significantly affect the donation intention. In relationship between perceived benefits and donation intention, the emotional utility and familial utility could significantly affect the donation intention. The level of commitment mediated between opinion leader, perceived benefits and donation intention.