Research On The Strategy Of Trust Restoration In The Crisis Of Online Public Welfare Crowdfunding Platform

In recent years,with the large-scale rise of public welfare crowdfunding platform,China's public welfare crowdfunding has entered a high-speed development period.At present,due to the lack of internal and external supervision and management of public welfare crowdfunding,negative events of charity occur from time to time.When the negative events of charity happen,the real-time reports of new media lead to the negative news of public welfare crowdfunding platform often evolve into the crisis events of public charity trust.Donor trust is the core and survival foundation of the competitiveness of public welfare crowdfunding platform.Once there is a crisis in public welfare crowdfunding platform,it will seriously damage donor trust,and even face the embarrassing situation of losing donor trust.After the negative events of charity,the public welfare crowdfunding platform adopts effective trust restoration strategies to repair the damaged trust of donors,which plays an important role in maintaining the reputation of the public welfare crowdfunding platform,repairing the damaged image and promoting the development of online charity.Therefore,in the event of charity crisis,how to effectively repair the trust of donors has become a problem that needs to be discussed and solved by the public welfare crowdfunding platform and academia.On the basis of reviewing and combing the literature,this study adopts the method of questionnaire survey to analyze the water drop platform.The questionnaire is divided into two parts.The first part mainly studies the current situation of public trust in waterdrop funding from five aspects: honest service,openness and transparency,emotional state,recommendation intention and donation intention.The results show that:(1)The general evaluation of the public's trust in waterdrop research is good,which belongs to the upper middle level.The score of emotional state dimension is the highest,generally in the range of 4.00-4.50.(2)There are significant differences in educational background,monthly income and occupation in the structure and dimensions of SDF trust.The scores of college degree and below are significantly higher than other education background,1501-3000 yuan income group is significantly higher than other income group,and the scores of civil servants and public institutions are significantly higher than other occupations.(3)The public is most concerned about the openness and transparency of the platform,and hopes to strengthen internal and external supervision and management,and constantly improve relevant systems.(4)The trust degree of the fund-raising activities organized by the government is higher,and the trust degree of the fund-raising activities carried out in public places is the lowest.In the second part,through the scale of trust restoration strategies,two typical cases of "Wu hechen crowdfunding event" and "Hangzhou dazzle rich women fraud donation event" were selected to measure the trust restoration,and the effects of three strategies,emotional restoration,functional restoration and information restoration,on the willingness to donate again were investigated.The results show that:(1)three strategies of trust restoration have a significant positive impact on the willingness to donate again.(2)The effect of emotional repair strategy is better than that of functional and informational repair strategy.(3)In the crowdfunding event of Wu Heshen,there are differences in the dimension of emotional repair in monthly income,and in the event of Hangzhou dazzle rich women,there are differences in the effect of overall trust repair and functional repair in career.(4)There was no significant difference in gender,age and education level between the two cases,but women generally scored higher in the willingness to donate again.Based on the above findings,in order to improve the public's trust in waterdrop research,this study puts forward the following countermeasures and suggestions:(1)improve the construction of laws and systems,advocate the correct concept of charity,and improve the internal and external supervision and management mechanism;(2)respond in time after a crisis event,grasp the initiative of information release,carefully consider the expression and content of apology,and earnestly perform Make a commitment and do a good job in compensation.Finally,the limitations of this study are analyzed,and the possible research directions in the future are pointed out.In the future,longitudinal data can be used to further explore the effect of trust restoration.