公益众筹用户持续捐赠意愿研究——基于详尽可能性模型
A Research on Users’ Continuous Donation on the Donation-Based Crowdfunding—Based on the Elaboration-Likelihood Model
DOI: 10.12677/ASS.2021.104114, PDF,    科研立项经费支持
作者: 张恒瑞, 李荣杰：北京师范大学珠海分校国际商学部，广东 珠海
关键词: 公益众筹；持续捐赠；详尽可能性模型；信任；Donation-Based Crowdfunding； Continuous Donation； The Elaboration-Likelihood Model； Trust
摘要: 公益众筹是公益慈善事业透过互联网产生的新型公众募捐模式。用户的持续捐赠对于公益慈善行业的规模与发展至关重要。本研究旨在公益众筹背景下，利用详尽可能性模型去构建一研究模型去探究用户持续捐赠意愿的主要因素。采用问卷研究方法收集共257份有效样本并使用偏最小二乘回归进行数据分析。研究发现核心路径中的上流互惠跟下流互惠及边缘路径中的社会影响跟公益组织声誉皆可建立用户的信任，从而激发其持续捐赠意愿。
Abstract: Donation-based crowdfunding is a new type of fund-raising mode produced by charitable causes through the Internet. The continuous donations of users are crucial to the development of charitable causes. Based on the elaboration-likelihood model, this study develops a research model in exploring and investigating factors affecting users’ continuous donations. This study collects 257 valid samples via the survey method and analyzes the samples using partial least squares. The study shows that the upstream reciprocity and downstream reciprocity in the central routes, as well as the social influence and organization reputation in the peripheral routes, facilitate to establish users’ trust, thereby stimulating their continuous donations.
文章引用：张恒瑞, 李荣杰. 公益众筹用户持续捐赠意愿研究——基于详尽可能性模型[J]. 社会科学前沿, 2021, 10(4): 833-845. https://doi.org/10.12677/ASS.2021.104114

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