Research On The Willingness And Influencing Factors Of Young Students To Participate In Internet Charitable Donation

Charity is an organic part of China ’s basic economic system,people ’s livelihood security system and social governance system.It is the key to the third distribution and can make up for the unreasonable income distribution caused by market and government ’s ’ failure ’ to a certain extent.In the report of the 20 th National Congress of the Communist Party of China,it is proposed to ’ guide and support enterprises,social organizations and individuals with the will and ability to actively participate in public welfare and philanthropy ’.Internet charity is a new form of charity in the process of development.Compared with traditional charity,it has the characteristics of high efficiency and convenience,and has been widely concerned by the public.Today ’s young students are growing up in the Internet environment.They know more about Internet charitable donations.However,due to various factors,there is still room for improvement in the willingness of young students to participate in Internet charitable donations.There are still many problems in Internet charitable donations that need to be improved by multi-subject measures.Based on the theory of planned behavior,this paper constructs a model of young students ’willingness to participate in Internet charitable donations.Through questionnaire survey and interview method,this paper investigates the participation willingness of young students,and uses SPSS22.0 to analyze the questionnaire to understand the current situation of young students ’participation in Internet charitable donation.On the basis of the reliability and validity test of the questionnaire,the influence of gender,donation experience,political status,Internet use time and other factors on the willingness to participate was explored through independent sample T test and variance analysis.Correlation analysis and binary logistic regression analysis were used to explore the influencing factors of young students ’ willingness to participate in Internet charitable donations.With the help of the analysis framework,it is found that personal attitude,subjective norms and perceived behavior control have a significant impact on young students ’ willingness to participate in Internet charitable donations.The more positive young students ’ evaluation of Internet charitable donations,the more likely they are to donate.The more young students are influenced by relatives and friends,public figures,news media and policy incentives,the more likely they are to make Internet charitable donations;young students think that the more convenient the Internet charitable donation,the higher the credibility of the charitable organization,the better the operation level of the network platform,the more likely it is to donate.The factors that restrict the willingness of young students to participate in Internet charitable donations include :the attitude of young students ’ Internet charitable donations needs to be changed,the subjective norm level does not play an active role,and the perceived behavior control level is low.In this regard,we should attach importance to and strengthen the education of Internet charitable donations in families and universities,and change the attitude of young students towards Internet charitable donations;from the aspects of laws and regulations,Internet supporting incentives,public figures,news media,etc.,to create a healthy Internet charity atmosphere;improve the Internet charity donation industry norms,increase the Internet charity donation innovation,improve the Internet charity donation information disclosure mechanism,improve the operation ability of the Internet platform,multi-agent to strengthen the supervision of Internet charity.