The Empirical Research Of Foundation’s Public Influence

Currently, the foundations in china are in the good development situation, especially play an important role in the society of the weak groups and poor areas and the affected areas. Meanwhile, our foundations also have many problems, such as low fundraising level, bad credibility, laxly organized, confused management, etc. Among these, the public influence of foundation is relatively weak, it is a centered and prominent problem. This study is just based on the realities, selected foundation’s public influence as research object, aimed at accurately measuring foundation’s public influence by constructing a scientific method, in order to discussing and finding the bottleneck problems in the development of foundations, and then we should put forward some measures.This research mainly adopts quantitative research methods and empirical research method, qualitative research method is secondary. Through collecting material, designing questionnaire, interviewing, analyzing data, inducting conclusion, and using the survey methods of computer assisted telephone system, finally we completed 513 questionnaires. Then, we analyzed these survey data, on the basis of revising the indicator system, we constructed scientifically measuring system of foundation’s influence. Draw the path coefficients from various elements to foundation’s influence, and constructed the Structural Equation Modeling of foundation’s influence, and also the relevant model validation. The public influence of foundation is constituted by persuading channel, donations strategy, authority, credibility, conformity, reciprocity, identity, shortages, execution and satisfied 10 factors; Shortages, authority and identity is the background conditions of the foundation, persuading channel and donations strategy is the core variables of the foundation, and the credibility is the new conclusion of the abstractly reflecting index.Combined with the surveyed data, we discussed and summed up the main problems of foundations including that the credibility of foundation is low, and raised ten countermeasures and suggestions to promot the foundation’s public influence, including strengthen credibility of the foundation.