An Research Of School Donation Behavior And Decision-making Process Of Senior Pupils

Donation is the behavior and carrier of charity.Behind it are personal charity awareness,charity culture and social value orientation.In-depth interviews are introduced to make this qualitative study on 9 higher primary grade students.The author separates the forms of donation in the primary school campus and the preferences of the high-grade pupils by generic analysis and scenario analysis of interview data.Furthermore,the writer dynamically presents the decision-making process of donations.There are three findings in the study: 1.The donations forms in primary school are divided into two forms--routine donations(ceremonies),and sudden donations(missions);2.The donation preferences of high-grades pupils mainly based on the urgency and authenticity of incidents;3.The decision-making process of donation behavior: Firstly,in the input stage of information,due to the authoritativeness of information sources and the acceptance methods of the group,respondents appears to passively receive donation information.At this stage,there is the " invisible compulsory" in organization donation.Secondly,in the information processing stage,respondents analyze and consider the donation event through two dimensions,rational judgment and emotional involvement,which trigger two kinds of donations--actively donation and negatively donation.In addition,through the questioning of the interviewee's donation experience,the author proposes the connection between the past experiences of the respondent's donation and the donation intention presented in the school donation.Final stage is the behavioral output stage,which are presented as the implementation stage of the donation behavior and the follow-up management donation stage.In the implementation of donation,there is a “game relationship” between psychological benefits and donation costs.Among respondents,loss-prone respondents show no loss orientation mentality under the subjective utility.In the donation management stage,donors show adverse attitude,trust and distrust,to the charitable organization guaranteed by a school,which trigger the no tracking management actions.In the end,the author attempts to discuss and advise children's charity education from the perspective of social trust,charity culture and awareness raising,and appeals for forming a social charity atmosphere dominated by love and trust.