Research On The Influence Of Charitable Organization Brand Image On Individual Charitable Donation Intention

According to the "2018 China Charity Donation Report" released by the China Charity Federation at the 7th China Charity Federation on September 21,2019,China’s domestic and foreign donations received from domestic and foreign donations reached a record high in2018,totaling 162.415 billion yuan.This is also the first time that the total donations counted in Hong Kong and Macau.The total donations from the mainland were 143.915 billion yuan,a slight decrease of 4.05% compared to 149.986 billion yuan in 2017;the total donations accounted for 0.16% of the national GDP in the same year.The per capita donation amount was 103.14 yuan.Although the total donation from the mainland has declined in part,the total cash donation has exceeded 100 billion yuan,the highest ever.According to the data of the "2018 China Charity Donation Report",China’s corporate charitable donations totaled 89.084 billion yuan,accounting for 61.89% of the total charitable donations,a 7.53% decrease from 2017.China’s existing donations are mainly corporate donations,and it is worth proud of The total amount of personal charitable donations in China has been increasing year by year.Individuals in the Mainland donated 36.047 billion yuan,an increase of 3.24% year-on-year.The total amount of personal charitable donations was the highest year to date,accounting for 25.05% of the total donations.It can be seen that enterprises and individuals donated a total of 125.131 billion yuan,accounting for 86.95% of total charitable donations.Based on the report,we can find that the absolute amount of charitable donations in China has continued to increase,but is still at a low level.There is still a large gap between the level of charitable donations in China and developed countries.The slow growth of personal donations is particularly significant.Second,China has a large population.Due to China’s rapid economic development,per capita income is increasing,but the growth rate of charitable donations does not match the speed of China’s economic development.At present,domestic research mainly focuses on corporate donation related research,and personal charitable donation research is relatively scarce.Based on the above problems,this paper combines the theory of planned behavior and incentive theory to build a research model to study the impact of the brand image of charitable organizations and personal charitable donations.First,sort out and summarize the relevant domestic and foreign literature,compare and analyze the status of personal charitabledonations at home and abroad;second,define the relevant variables(the brand image of charitable organizations,donation attitudes,perceived incentives,and personal charitable donation willingness)studied in the paper,and quote domestic and foreign classics The research scale is adjusted according to China’s national conditions.The scale is based on utility,efficiency,influence,vitality,reliability,and ethics to measure the brand image of charitable organizations,and forms the research scale of this thesis.Based on 478 sample data and 348 valid questionnaire data as research samples,empirical analysis was used to make donation attitude as an intermediary variable and perceived incentive as a moderating variable to conduct an empirical analysis to explore the influence mechanism of charity organization brand image on individual charitable donation willingness.The study found that the effectiveness,influence,and vitality of the brand image of charitable organizations have a significant positive impact on individual charitable donation intentions.At the same time,the mediating role of donating attitudes and the regulating effect of perceived incentives have been verified.Among them,donating attitudes in charitable organizations The influence and vitality of the brand image plays a part of the mediating role between the personal charity donation willingness and the mediating role between the effectiveness of the brand image of the charitable organization and the personal charity donation willingness;the perceived incentive positively regulates the donation attitude and personal charity Relationship between willingness to donate.