The Influence Of The Attribute Of Micro-public Welfare On The Willingness To Donate

Charities in China started early,but developed slowly.Unlike foreign charities,the main source of funds for charitable organizations in China is the government and enterprises.The proportion of individual donations is relatively low,and the power of private charity needs to be further explored.In order to meet the needs of the development of the times and meet the growing needs of people's lives,micro public welfare was born in the era of Internet plus,breaking the development dilemma of traditional official charitable organizations,and unveil ling a new chapter in the development of charitable cause.Micro public welfare has low entry threshold,simple operation and transparent operation,which has quickly attracted the broad participation of ordinary people.A large number of studies have shown that some characteristics of micro public welfare items can strengthen individual donation willingness.However,some scholars have found that different micro public welfare projects have different attractions for individual donation participation,and differentiated item perception attributes is the reason for this difference.It is of great significance to explore the intrinsic mechanism of attracting individual donation participation by exploring the perceived attributes of micro public welfare items.On the basis of literature review and from the perspective of attracting donations for micro public welfare projects,the author chooses the typical attributes of micro public welfare projects-participability,importance,accessibility and vividness of content,trying to explore the internal mechanism of their impact on individual donation willingness.Firstly,this paper puts forward some questions,and explains the background,development status and significance of this study,and points out the research content framework and innovation points.Secondly,the related concepts and theories of Micro-public welfare and event attributes,moral identity,subjective norms and willingness to donate are summarized.Based on the theory of planned behavior,moral identity and related theories of donation behavior,the relevant variables are studied.The paper sample data are processed and analyzed by SPSS24.0,attempts to explore the mediating effect of moral identity between the attributes of micro public welfare matters and individual donation intention,as well as the effect of subjective norms as a moderating variable between moral identity and donation intention.The study finds that moral identity and micro public welfare have a positive impact on individual donation willingness.Moral identity plays a mediating role in it.The addition of subjective norms positively regulates the role of moral identity on donation willingness.Finally,the research results are summarized and discussed.Based on the development status of charity in China,some suggestions on government charity management and Micro-public welfare project design are put forward,and the future research direction of Micro-public welfare donation is prospected.