Influencing Factors Of Individual Charitable Donation Intention Under The Background Of Information Asymmetry

In the charity market,individual donations are the cornerstone of philanthropy.Meantime,government is also paying more attention to the role of individual donations in the development of philanthropy.Individual donations play an increasingly important role in the development of philanthropy.Therefore,it is of essential significance to study individual donations.However,many problems have been exposed in the development of individual charity market,especially the information asymmetry of charity market.In the context of information asymmetry,this paper explored how demographic characteristics,perception of donation utility,service quality of charitable organizations and information disclosure quality influenced individuals’ donation willingness.Focusing on this problem,the study carried out literature review of the related theoretical knowledge,such as charitable donation,individual donation,donation intention and the influencing factors of individual donation.Secondly,based on the previous theories,this paper illustrated the influences of demographic characteristics,perception of donation utility,perception of service quality and perception of information disclosure on individuals’ donation willingness.Then hypothesis was proposed on basis of it.Thereafter,we carried out expert consultation and used questionnaire survey to collect data.Finally,we tested the data through mathematical statistics.This study had four main findings.Firstly,there are significant differences in individual donation intention under different demographic characteristics.Secondly,explicit utility,emotional utility and family utility are positively correlated with individuals’ donation willingness.The perceived organizational responsiveness has a significant positive impact on the donation willingness.Moreover,the degree of integrity and authenticity of information disclosure perceived by individual donors has a significant positive impact on the donation willingness,while the effectiveness has a significant negative impact on it.Through analyzing the factors affecting the individual’s donation willingness,not only can we enriched the research on the willingness to donate and make up for the deficiencies of the existing research,but we can also provide reference opinions for charitable organizations to formulate strategies which can improve the individual’s donation willingness.In addition,compared with previous studies,this paper mainly have three innovative points.Firstly,the research object of charitable donation is "individual".And through the analysis of the influencing factors of individual’s donation willingness,we can know more messages about the donation.Secondly,based on information asymmetry,this paper discusses the theoretical expression of personal donation under information asymmetry and the information asymmetry of personal charitable donation in reality.Thirdly,combined with the three-stage model of customer consumption,the study enlightenment is more clear.However,this study also has some shortcomings.For example,the research conducted more online survey than offline survey.And the conditions of eliminating questionnaires are too strict.At the same time,individual donation intention may be affected by many factors.Based on information asymmetry,this paper analyzed the effects of perception of donation utility,quality of service and quality of information disclosure on individuals’ donation willingness.In this paper,influencing mechanism was identified,but whether there are other influencing factors still needs to be further verified by subsequent researchers.