The Influence Of Altruistic Personality And Information Characteristics On The Willingness To Donate To Online Charity

The rapid development of the Internet has brought huge changes to many industries,especially in the field of public welfare.The Internet has broken the time and space limitations of traditional public welfare,making it easier for individuals to access and process public welfare information,but this has not been completely resolved.Online public welfare also has problems of fundraising efficiency and low completion.How to promote information recipients to donate so that help-seekers can get the help they need in time has gradually become the focus of attention of researchers.Many studies have found the influence of individual factors on donations.However,in the Internet age,public welfare information is expressed in windows through web pages,etc.,which makes it easier for individuals to focus on information and be affected by information processing.However,how important components(structure and content)of public welfare information are processed by individuals with different characteristics to affect their donation willingness has received less attention from researchers.Based on this,this research starts from the fine processing possibility model,and uses a combination of questionnaire survey and experiment methods to conduct research on 331 college students to explore the influence of the interaction of individual characteristics and information characteristics on the willingness to donate and the mediating role of empathy.Study 1 explored the influence mechanism of the personality and public welfare information structure(characteristic framework)on individual donation willingness.The results found that:(1)In the process of influencing the individual’s willingness to donate,there is an interaction between the altruistic personality and the characteristic frame;and a simple effect analysis found that for individuals with high and low altruistic personality,the participants’ willingness to donate under the active frame is significantly higher than the negative framework.(2)Emotional empathy plays a part of the intermediary role in the process of the interaction between the altruistic personality and the characteristic framework affecting the individual’s willingness to donate.Study 2 explored the influence mechanism of the personality of others and the content of public welfare information(the ability of recipients)on the willingness of individuals to donate.The results found that:(1)In the process of influencing the individual’s willingness to donate,there is an interaction between altruistic personality and the recipient’s ability;and a simple effect analysis found that for high-interest personality subjects,the recipient’s ability is high when the recipient’s ability is high.The willingness was significantly higher than when the ability was low;while for the low-interest personality subjects,there was no significant difference in the willingness to donate when the recipient’s ability was high or low.(2)Cognitive empathy plays a completely intermediary role in the process of the interaction between the personality of the benefit and the recipient’s ability to influence the individual’s willingness to donate.In view of the above results,this research proposes the following countermeasures to increase individual donation willingness:(1)Pay attention to the optimal design of public welfare information structure and content;(2)Government-led,media participation,extensive publicity of charitable activities,and the formation of charity for all Ethos.