| Charity donation is the cornerstone of charity development.The development of charity requires normalization and civilization.In recent years,with the rapid development of information technology such as the Internet and big data,social platforms have emerged as the carrier micro-public welfare,which quickly attracted the widespread participation of the people.Compared with traditional public welfare,micro-public welfare has the characteristics of civilianization,transparency,and dailyization,and is gradually becoming a new model of public welfare participation.In the micro-public welfare project,the characteristics of micro-public welfare projects are the ultimate reflection of charity resources for the people.There is a large gap between different micro-public welfare projects to attract individuals to participate in donations.The relationship between providing personal donations to the practice community has become an important issue in the current academic research research.This study adopts an empirical research method,focusing on the intermediary effects between the characteristics of empathy in the characteristics of the micro-public welfare project and the willingness of the individual donation,and the research on the research between the empathy and the willingness of the donation.By issuing electronic questionnaires,snowball surveys are implemented on online social platforms.In the official survey,a total of 520 questionnaires were collected,of which 366 were valid,with an effective rate of 70.4%.By using data analysis software SPSS23.0 and AOMS24.0,the collected data is inspected,common method deviation,differential analysis,correlation analysis,descriptive analysis,multi-layer regression analysis,structural equation model inspection.Research conclusions show that（1）The characteristics of micro-public welfare projects（importance,approximation,participation,credibility,content vivid content）,empathy and donation willingness to have a positive impact between two or two variables;（2）Compass has some intermediary effects between participating characteristics and willingness to donate,credible characteristics and donation willingness,content vitality characteristics and willingness to donate;There is no significant difference in the regulatory effect;According to the above-mentioned research conclusions,this article puts forward six feasibility suggestions for the reasonable design of the micro-public welfare project in charity organization: first,to improve the participation of the micro-public welfare project;the other is to adhere to the credibility of the micro-public welfare project.The content is vivid;the fourth is to ensure the safety of the fundraising platform;the fifth is to attach importance to the closeness of the micro-welfare project;and the sixth is to pay attention to the donation preferences of the youth fundraising group. |
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