Study On Factors Contributing To Individual Donation Behavior Based On Norm Activation Model

In recent years,with the economic development,donation has been paid more and more attention.At present,the proportion of individual do nations in total donations in China is low,about 20%,while that in the United States is as high as 70% in the same period.At present,the characteristics of individual donation in China are: low total amount of donation,small proportion of GDP and low per capita donation.In order to study the basic situation and main characteristics and to explore the influencing factors of individual donation behavior in Tianjin,this article constructs the theoretical framework based on normative activation theory,a nd adds social norms variable according to the actual research situation.Citizens of tianjin six administrative regions are investigated through interview and questionnaire survey method.The data were analyzed by SPSS21.0 and AMOS21.0 software,and the theoretical model was tested by structural equation model analysis method.The results show that at present,the number of per capita donation behavior is less.There are significant differences in the number of donation behaviors among people of different ages,educational backgrounds,income,occupation and political outlook.There is no difference in the number of donation behaviors among people of different genders.Structural equation model test shows that personal norms and social norms are the most direct factors affecting donation behavior,but personal norms have a stronger impact on donation behavior.Personal norms are positively affected by ascription of responsibility and social norms.Awareness of consequence has a significant positive impact on ascription of responsibility.Social norms regulate the relationship between personal norms and donation behavior.Based on the results of the study,some suggestions are put forward to promote individual donation.Focus on donation education to improve individual donation knowledge.Use diversified publicity channels to strengthen the awareness of donation consequence.Attach importance to the role of important others,and give full play to the guiding role of charitable organizations.Establish and improve feedback mechanism to win public trust in donation.