| Author: | 沈鹏 Shen, Peng |
| Title: | 互联网环境下个人慈善捐赠行为影响机制研究 — 以水滴筹平台为例 |
| Other Title: | Research on the influence mechanism of individual charitable donation behavior in the internet environment - taking waterdrop medical crowdfunding as an example |
| Advisors: | 李咪咪 (SHTM) 肖曲 (SHTM) |
| Degree: | DHTM |
| Year: | 2022 |
| Subject: | Charities Crowd funding Electronic fund raising Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | ix, 103 pages : color illustrations |
| Language: | Chinese |
| Abstract: | 随着互联网技术和人类生活方式、经济发展模式的深入融合，国内外学者从社会学、心理学以及平台服务和技术建设等不同视角，在各类数字经济领域探寻用户行为影响因素和演化规律。互联网个人慈善捐赠作为一种典型的平台用户行为，同样受到个体心理、社会环境、平台服务等不同维度的影响。当前中国互联网慈善已经进入监管有序、主体多元、方式多样的可持续发展阶段，但从国际对比看，我国个人慈善捐赠在全社会捐赠总额中的占比相对落后，互联网慈善也存在公信力不足、用户捐赠体验不佳、有制度性障碍等问题。基于此，本文以计划行为理论（TPB）为主模型，整合技术接受模型（TAM），构建了理论体系和研究模型，探究互联网背景下个人慈善捐赠行为的影响因素和影响机制。研究发现，感知易用性、感知有用性和捐赠环境对捐赠态度影响显著，捐赠态度、主观规范和感知行为控制对捐赠意向和捐赠行为均有显著影响，捐赠意向对捐赠行为有显著影响，同时社会距离对捐赠意向向捐赠行为的传导转化具有明显的调节作用。经过实践检验，本文构建的模型对互联网个人慈善行为有较好的解释力，并为 OTA在线旅游平台、O2O餐饮酒店服务平台、互联网医疗平台等更多 “互联网+”领域的用户行为研究提供了值得借鉴的研究思路和理论依据。根据研究结果，从加强慈善捐赠的理念培育和社会规范建设、探索建立更加科学有效的个人慈善捐赠激励机制、提高互联网平台服务质量以及提升慈善项目的信息质量和公信力等方面提出了相关建议。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6783.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.13 MB | Adobe PDF | View/Open |
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