Research On The Impact Of Social Network On College Students' Online Charitable Donation Intention

From the perspective of individual donors,this paper has a deep understanding of the intentions to participate in charity donation on the Internet.The purpose of this article is to construct a structural model and analyze some key factors and action paths that affect the intentions of online charitable donation.This paper mainly discusses the impact of social network on the individual's charitable donation intention.Online social network is a relatively stable social circle formed by the interaction with social members through network platforms,which is based on the interpersonal network in reality.It also reveals the effects of trust,empathy,and moral norms in the model.In order to explore the impact of key variables on charitable donation intention,this paper first reviews the research literature on social network,trust,empathy,moral norms and charitable donation intention.Then based on the social capital theory,the motivation theory and the theory of planned behavior,the hypotheses are proposed.This study constructs a theoretical model by taking social network as independent variable.The mediating variables are trust and empathy,and the moderating variable is moral norms.Social network has not only a direct impact on charitable donation intention,but also indirectly affect charitable donation intention through trust,empathy,and moral norms.Based on this,a questionnaire was designed and distributed to college students to verify the research hypothesis.Based on a questionnaire survey of 567 college students,this study analyzes the tendency of college students to engage in charitable donation on the Internet,and explores the influence of social network,trust,empathy and moral norms on the intention of online charitable donation.In the empirical part,we use SPSS24.0 and Amos21.0 statistical softwares to analyze the data.The results show that the scale used in the article has good reliability and validity.Through correlation analysis,regression analysis,intermediary and regulatory effect test,the majority of the hypotheses in this study are verified.The conclusions are as follows:(1)Social network has significant positive effect on charitable donation intention.(2)Trust plays mediating role between social network and charitable donation intention.(3)Empathy also has some mediating impacts between social network and charitable donation intention.(4)Moral norms play a moderating role in the relationship between empathy and charitable donation intention,while the moderating effect between trust and charitable donation intention is not significant.According to the above empirical conclusions,this paper concludes that the larger an individual's social network and the more frequently he or she interacts with others,the more likely he or she is to donate to charity.From the perspective of social network,this paper expands the application of social capital theory in college students and enriches the research on Internet philanthropy by combining the influence of intrinsic motivation,trust and empathy.At the end of the article,some suggestions are put forward for improving individuals' intention to donate to charity.