| Philanthropy is an important part of modern welfare and modernization of national governance.Nowadays,along with the rapid development of the Internet,a large number of platform products,such as wechat,Weibo,QQ have emerged,which have built a bridge between the majority of loving netizens and recipients.The popularity of network mobile payment has greatly reduced the cost of donation,improved the efficiency of network donation,and the development of Internet has become the driver of charity development.College Students' donation is an important part of individual network donation force and the reserve force of charity donation.The investigation and study of the influencing factors of College Students' online donation will help charity organizations to master their donation characteristics,have great significance for the development of charity in China,and contribute to the cultivation of College Students' charity awareness and sense of responsibility in the future.Donation intention is a prerequisite for individuals to make donation behavior.This paper selects students from J University of Jiangxi Province to conduct experimental survey and questionnaire survey to explore the relationship between empathy,social comparison and online donation intention of college students as well as the internal formation mechanism.Through the questionnaire survey,we found that:(1)college students' Internet donation willingness is in the upper middle level,and there are significant differences in whether they have donation experience and monthly disposable amount,but no significant differences in gender,source place and whether they are the only child;(2)empathy has a significant impact on College Students' Internet donation willingness;(3)social comparison affects college students' Internet donation intention through empathy as an intermediary variable Wish.The results show that:(1)in terms of donation willingness,the online donation willingness of college students is generally high;(2)empathy will affect the online donation willingness of college students.In the high social comparison and high empathy situation,the donation amount,empathy level and social comparisontendency of college students are higher than other situations.It shows that the situation of high empathy and high social comparison can arouse the sympathy of college students,effectively inspire college students to compare with others and make more donations.Combined with questionnaire survey and experimental research,the conclusion of this study is that empathy has a significant impact on College Students' willingness to donate online,and social comparison affects college students' willingness to donate online through empathy as an intermediary variable.Finally,this study analyzes the main problems and causes of College Students' online charitable donation from the aspects of national policy,network platform,family school education and college students' personal level,and puts forward the corresponding solutions:(1)the state should strengthen the construction of public charity law and improve the supervision of all parties;(2)the school should pay attention to the cultivation of College Students' charity awareness and empathy The improvement of ability;(3)the positive function of social comparison of college students;(4)the promotion of social workers' willingness to participate in college students' charitable donation. |
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