Research On The Influences Of Online Social Tie Strength On Individual Donor’s Giving Intention Of Online Charity

In recent years,China’s charity donation has developed,and personal donation has always been a topic of great concern to researchers.With the rapid development of mobile Internet and social media,the new charitable donation model of online charity plays an increasingly important role in China’s charity donation.However,the shortage of funds and the trust crisis of online fund-raising have further hindered the development of online charity.Thus,how to improve the attractiveness of online charitable donations is particularly important;however,there are few studies on online charitable donations,and it is urgent to explore its antecedent variables.This paper first reviews the domestic and foreign related literature on online social tie strength,trust,online charity and individual donation willingness.Based on the literature review,this paper puts forward the model and hypothesis of this paper,and takes the personal online charity donation willingness as the research object.The questionnaire measures online social tie strength,cognitive trust,emotional trust,specific donors,and individual willingness to donate.Subsequently,SPSS21.0 software was used to screen and statistically analyze the data collected through the online questionnaire,and the research model proposed in this paper was verified.Finally,summarize the conclusions of this paper,propose management inspiration,reflect on the research limitations of this paper and possible future research directions.The empirical analysis of SPSS21.0 software shows that the scale used in this paper has good reliability and validity,and the theoretical model of this paper has been effectively supported.The strength of online social tie has a significant positive impact on the willingness of individual online charity donations;cognitive trust has a partial mediation between the intensity of online social tie and the willingness of individual online charity donations;emotional trust has a partial mediation between the intensity of online social tie and the willingness of individual online charity donations.Therefore,in the strong relationship social network,the information of the online charity donation activity is transmitted/referred,and when the individual donor receives the information,the willingness to donate is more likely to occur.This paper enriches the empiricalresearch on the antecedent variables of individual online charity donation,and puts forward some practical suggestions for the attraction of online charity donation.