The Influence Of Subjective Norm And Social Trust On Donation Behavior

Nowadays,social risk factors are increasing,and the social safety net function of social security needs to be further strengthened.Charity is an important part of the social security system.As the third distribution of national wealth,it can achieve mutual assistance among members of society and a sustainable society.Donations and a broad public base are the foundation and source of the healthy development of philanthropy.Looking at ancient and modern times,at home and abroad,philanthropy has radiated its brilliance in different forms in different social systems and backgrounds of the times.The2008 Wenchuan earthquake brought an upsurge of philanthropy to all people in China.The global spread of the new coronavirus pneumonia in 2020 has once again made the public notice the important power of philanthropy.It also exposed the shortcomings and deficiencies of my country's philanthropy system.Today,it relies on the Internet,The rapid development of new media and self-media in social applications,and its dissemination has a role in promoting and guiding the public opinion of charity events,which has aroused continuous social attention and discussion,and online supervision has promoted "Wuhan Charity Red Cross Malfeasance" and other incidents The solution.At present,donation behavior research has also received more and more attention.This article aims to study the characteristics of donation behavior of Chinese residents,make amendments and establish a research framework based on the theoretical basis of planned behavior theory,social trust theory,etc.,analyze the influence of supervisory norms,charity values,and social trust factors on residents' donation behavior,and make a theory Explain,so as to put forward targeted policy recommendations to mobilize and encourage residents to participate in charity,improve the structure of my country's social security system,realize the modernization of my country's charity pattern,and increase the welfare of the people.This paper uses the literature method,questionnaire survey method,and multiple statistical analysis methods for quantitative research,taking subjective norms and social trust as independent variables,donation behavior as the dependent variable,and introducing charitable values as an intermediary variable.According to the design of scholar Zhang Jinmei in 2012 The “Questionnaire on Influencing Factors of Charitable Donation Behavior of Urban Residents” and Dai Yuxuan's “Research on Individual Donation Behavior from the Perspective of Social Comparison” carried out the conceptual operation and measurement of variables,and carried out questionnaire surveys in multiple provinces and cities.According to the research framework,this article puts forward five research hypotheses and obtained the following conclusions: First,the more an individual is affected by subjective norms,the more likely it is to make a higher level of donation behavior;second,social trust has a bearing on donation behavior.Positive effect;third,positive charity values have a positive effect on donation behavior;fourth,subjective norms can not only directly affect donation behavior,but also indirectly affect donation behavior through charitable values;fifth,social trust can not only directly affect donation behavior Donation behavior can indirectly influence donation behavior through charitable values.The results show that philanthropic values,social trust,and subjective norms all play a significant positive role in donation behavior,and philanthropic values have a partial mediating role.Accordingly,this article puts forward policy recommendations from the aspects of subjective norm formation,social trust cultivation,and charity values construction.