Research On The Willingness Of Internet Charity Participation Based On The Perspective Of Trust

In recent years,China's Internet industry has developed rapidly,and"Internet plus" has penetrated into all industries.Internet charity is a new type of public welfare mode.which is safer and more efficient with the help of Internet technology.Philanthropy,as a tool of secondary distribution of wealth,plays an important role in China.When the country suffers from natural disasters,philanthropy has burst out a strong energy.In fact,it is not only limited to the relief of natural disasters,but also the relief among private individuals is gradually rising.China is the most populous country in the world,and charity has a good mass base.Based on this,in recent years,Internet charity has provided new channels and new playing methods through micro public welfare,which has promoted charity from government,organization and enterprise to individual,forming a new situation of "charity for all and all for charity ".Trust is always the key to charity.From traditional charity to Internet charity,philanthropy is facing the problem of trust.Based on the difference between traditional charity and Internet charity,this paper summarizes the characteristics of Internet charity.Secondly,according to trust theory,SOR model and two factor theory,this paper constructs a trast mechanism model for users to participate in Internet philanthropy,and puts forward 25 research hypotheses.Then we design a questionnaire and collect data according to the hypotheses,through factor analysis,structural equation model,intermediary effect,regulatory effect analysis and other methods,and finally come to the conclusions of this paper.The results show that the participation,interaction and platform standardization of Internet charity have a positive impact on users' trust attitude,so as to enhance their willingness to participate.Platform standardization has a negative impact on users' distrust,so as to reduce users' willingness to participate.Trust and distrust have mediating effect between independent variable and dependent variable,and gender has moderating effect.Based on the research results,this paper combined with the characteristics of users,puts forward strategies for public welfare organizations from the three perspectives of Internet charity's participation,interaction and platform standardization,such as making full use of the Internet's external advantages,strengthening platform supervision and improving the donation mechanism,so as to enhance users' willingness to participate in Internet charity and indirectly promote the continuous development of charity Development.