公众个人捐赠动机及其影响因素

Along with Chinese general national power upgrades constantly, the gaps between the rich and the poor in different areas and groups increased by contraries. Charity career in China attracts more and more attention. In western society, there is consanguineous correlativity between the development of charity career and charity marketing, and donation motivation is one of the most important factors. It’s mainly focus on two issues, one is the process of donation behavior and the other one is the drive of donation behavior. There are great differences between domestic studies on donation motivation and the current correlative theory due to different cultures, religions, regions and so on. In this article, western theory of donation motivation has been summarized and meanwhile the unique domestic donation motivation has been analyzed. The article includes two studies. Firstly, investigated domestic individual donation motivation as well as primary donation behavior, secondly studied the structure of donation motivation by questionnaire. Results show that, firstly, there are four factors in Chinese individual donation motivation which were cost-income balance, passive donation, to do good and accumulate merit, public morality and habit-share. Organization disadvantage and ability limit are the two factors in unwilling donation motivation. Secondly, in this survey, there are no significant differences between cost-income balance and demographic variables. Passive donation motivation shows significant differences only on gender and occupation. To do good and accumulate merit shows significant difference only on occupation. To do good and accumulate merit and habit-share also show significant differences on age. Passive donation is one of special factors in China. Thirdly, donors are prefer to help children who unable to go to school and people who hit by a natural calamity than to help agriculture labourer and laid-off worker. At last, donors concern more about the information feedback such as how was their donation has been used. If the charity organization can not meet the donors’demands in this aspect, it will be surely result in unwilling donation.