A Study On The Influencing Factors Of Rural Residents' Participation In Online Charitable Donations

In the new era and in the new stage,China's philanthropy is expected to play a greater role in promoting social progress and facing new development opportunities and requirements.The promotion of rural revitalization,the decisive battle against poverty,the development of the Internet,the rise of "Internet plus" charity,and the coverage of new infrastructure in rural areas have enabled charitable donations carried by the Internet to penetrate into rural areas on a large scale,constantly inspiring rural residents to participate in philanthropic undertakings and releasing their philanthropic potential.However,in recent years,the anomie of online charitable donations,the imperfect supporting regulatory policies and regulations,and the iteration of network information technology operation means are all undermining the foundation of rural residents' charitable donations.In addition,previous studies have neglected the role of rural residents in charitable donation,lacking the distinction between traditional charitable donation and online charitable donation.It is of practical and theoretical significance to identify the influencing factors and mechanism of rural residents' participation in network charitable donation.This paper focuses on the influence factors and mechanism of rural residents' online charitable donations in China.First of all,according to the researches of influence factors of charitable donations,online charitable donations and rural charitable donations,based on the theories of Hierarchy of Needs Theory,Governance Theory and the Third Distribution Theory,we constructed a model of rural residents' online charitable donation behavior including economic factors,demand drivers,culture impetus,reliability of raise donations,disposing capacity and institutional factors.Secondly,we conducted a questionnaire survey on the behaviors of online charitable donation in south of Shanxi Province,and verified the model of rural residents' online charitable donation behavior with the help of structural equation model.The study found that both economic factors and disposing capacity positively affect rural residents' online charitable donation behavior.The demand drivers negatively affects the online charitable donation behavior of rural residents;culture impetus,reliability of raise donations and institutional factors have no significant influence on the online charitable donation behavior of rural residents.Finally,according to the results of empirical analysis,this paper puts forward countermeasures and suggestions to promote rural residents' participation in online charitable donation from three aspects: increasing rural residents' income,improving the institutional system and building a synergistic mechanism.