| To ensure sustained and healthy development of higher education,strong financial support is a necessary prerequisite and important guarantee.The 14 th Five Year Plan clearly states that alumni donations play an important role in improving the quality of higher education,developing outstanding talents,and enhancing the vitality of higher education.In this strategic context,the unique resource advantages of alumni have placed the fundraising work of university alumni in an increasingly prominent and important position.There are frequent sensational news donations from wealthy alumni in China,providing great resource support for the financial difficulties of universities.However,generally speaking,the willingness of alumni to participate in donations is still relatively low,and there is a situation where even if they have the ability,they are unwilling to give back to their alma mater.Although previous studies have confirmed that alumni ’personal statistical characteristics and differences in university levels can affect their willingness to donate and drive donation behavior,these factors cannot fully explain the psychological motivation behind alumni’ individual donation behavior.In order to obtain more support from alumni resources,it is still necessary to further explore the factors that affect alumni donation behavior from the perspectives of psychological motivation and logical interaction with universities.From the perspective of social exchange,alumni donation behavior is a pro social behavior based on social exchange,in which donations are exchanged for spiritual satisfaction or social recognition.It is also a concentrated reflection of individual rationality,development needs,and mutual expectations.Therefore,studying alumni donation behavior from the perspective of prosocial behavior can systematically and maturely reveal the psychological motivations and self-interest expectations behind alumni donation behavior.Based on this,a review of research on prosocial behavior,donation behavior of university alumni,and related research on donation behavior of university alumni from the perspective of prosocial behavior will be conducted.At the same time,a summary of the influencing factors of alumni donation in the past will be summarized to avoid previous research on the homogeneity and repetition of alumni donation.Combined with the project factors provided by the Theory of planned behavior,we reinterpreted the behavior attitude,normative beliefs,and perceived behavior control projects from the perspective of prosocial behavior,and proposed the influencing factors hypothesis of empathy,social norms,reciprocal norms,compliance motivation,and efficacy beliefs.We constructed the hypothesis model of influencing factors of donation behavior with donation willingness as the intermediary variable.Based on the standardized definition and operationalization of related concepts,a questionnaire and interview outline were adapted to conduct a survey of several graduating alumni and alumni association staff from nine universities in J Province.Empirical data were used to analyze and validate the influencing factor model of alumni donation behavior,confirming that empathy,reciprocal norms,and efficacy beliefs can significantly affect donation behavior through the intermediary variables of donation willingness;Social norms and compliance motivation have no significant impact on donation willingness;The effect of efficacy beliefs on donation behavior is not significant.Based on the failed assumptions,combined with interview content and literature,the cause analysis was conducted,and the original influencing factor hypothesis model proposed in this article was revised.Finally,based on the verified hypothetical factors,scientific suggestions are proposed for the implementation of empathy moral education projects,attention to alumni ’interests and needs,strengthening alumni’ sense of value,and leading the construction of alumni culture. |
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