The Relationship Between College Students’ Online Donation Acceptance, Internet Self Efficacy And Internet Interpersonal Trust

Online charitable donation refers to donation behaviors carried out all through internet platforms.That means charityproject sponsors announce donation information on internet medias, charity donors receive charity information and pay the money for charity all through the network.online charitable donation show its unique advantages and broad prospects for developmentAt the same time, how to improve the online donation acceptance and the social psychological atmosphere, promoting the online donation development, is an important research topic in both theory and practice.In the current study we established the three-dimensional model of college students’online donation acceptance using literature Review and semi open interview. Then we designed the college students’online donation acceptance questionnaire and test its’reliability and validity.Then we surveyed800College Students use"College Students’ Internet self-efficacy questionnaire","College Students’ Internet interpersonal trust questionnaire"and "College Students’ online donation acceptance questionnaire".We analyzed College Students’ online donation acceptance’s overall trend and group differences,discussed the relationship between College Students’ online donation acceptance, Internet self efficacy and Internet interpersonal trust.The result shows1.Extracted3factors from factor analysis toward College Students’ online donation acceptance questionnaire data,the3factors explained21.973%、20.356%、19.885%of total variance.Cronbacha of College Students’ online donation acceptance questionnaire is0.805,confirmatory factor analysis’fit indexes x2/df is1.484, CFI is0.961, RMSEA is0.054.2.College students’ online donation acceptance average total score is42.78. In terms of gender differences, boys online donation acceptance total score, perceived ease of use and perceived usefulness scores are significantly higher than female students; by course categories, science and engineering students’ online donation acceptance total score and perceived usefulness, perceived safety score are significantly higher than liberal arts students and art students; College Students who have different monthly disposable income have significantly difference on online donation acceptance total score, perceived ease of use and perceived usefulness score.College Students whose monthly disposable income is1501-2000RMB have the highest level of online donation acceptance; College Students who have different Internet using time have significantly difference on online donation acceptance total score,3-4.9years,5-6.9years or7years above College Student internet user have higher level of online donation acceptance than1-2.9years user.3.College Students’online donation acceptance, Internet self-efficacy and Internet interpersonal trust have significant positive correlation, regression analysis showed that Internet self-efficacy can predict online donation acceptance, Internet interpersonal trust;Internet interpersonal trust can predict online donation acceptance; intermediary model analysis shows that Internet interpersonal trust plays a mediator role between Internet self-efficacy and online donation acceptance,it develops partial mediating effect.Conclusion1.College Students’online donation acceptance model has three-dimensional structure:Perceived usefulness, Perceived ease of use, Perceived safety.It shows good reliability and validity, in the future investigation or study can be used as an effective measure tool.2.Over all College Students’ online donation acceptance is relatively high,but there is group differences by gender, course categories, monthly disposable money, and Internet using, time.3.College Students’ Internet self-efficacy can predict College Students’ online donation acceptance not only directly,but also through mediator factor College Students’ Internet interpersonal trust.