An Empirical Study On The Online Donation Behavior Of Wechat Users

With the Premier Li Keqiang proposed Internet+ plan in 2015,mobile Internet has entered every aspect of our lives.With the improvement of people's living standard,the popularity of mobile payment and the rising people's participation in public charity enthusiasm,the Internet + public welfare as a new form of public welfare came into being,and soon become a force cannot be ignored in the field of charity.However,the associated negative events have greatly damaged the enthusiasm of citizens to participate in charity,also hindered the development of the Internet+public sector.In this context,this study has chosen one of the most popular Internet's behaviors---network donation behavior.We started from the WeChat users,through the questionnaire survey,combined with data analysis and hypothesis testing,studied the intention of donation behavior of microblogging users.This paper also analyzed the internal mechanism of influencing the intention of donation,and makes up for the lack of empirical research on the behavior of online donation.First of all,this paper started from the social background and theoretical background,explain the origin of this study,and then through the WeChat user behavior,personal charity behavior,rational behavior theory,planning behavior theory and other academic results were reviewed,and by looking for gaps in existing research to identify the breakthrough,we built the research model,and put forward the hypothesis.Secondly,by learning the mature scales and consulting from the experts,the author designed the preliminary draft of the questionnaire and made the pre-test.The questionnaires are used to revise the scale and obtain the formal questionnaire.Through the reliability and validity analysis,the problems of the scale were amended,and then come to a formal questionnaire.Then a formal questionnaire was made.Thirdly,294 valid questionnaires were collected through the Internet,such as WeChat,microblogging and friends circle.The we used SPSS 19.0 to testify our research model and hypothesis.The result shows that behavioral attitude,subjective norms and perceived behavior control have a positive effect on the intention of donation of WeChat-users,past experience has no significant effect on the intention of donation,and society has a positive effect on donation intention.Finally,we summarized the limitations of this study and the future research direction.We also made our suggestions about how to encourage citizens to participate in network public welfare,how to develop the network of public welfare industry.