Psychological Development and Education ›› 2020, Vol. 36 ›› Issue (5): 569-575.doi: 10.16187/j.cnki.issn1001-4918.2020.05.08

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Factors Influencing College Students' Online Donation Behavior: Examining the Impact of the Donation Recipients Characteristics

QIU Juan1, JIANG Daitai1, DUAN Yajie1, YAO Ju2, FAN Chunyan1, LIU Wei1   

  1. 1. School of Education, Shanghai Normal University, Shanghai 200234;
    2. Shanghai Sijing Experimental School, Shanghai 201601
  • Published:2020-09-12

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Abstract: Researchers tend to concentrate more on donations in the real world and the impact of donors' characteristics on donations. However, few studies have examined willingness to make online donations and the influence of donation recipients' characteristics on such donations. The current study attempted to compare donation willingness in online and real contexts. The effect of donation recipients' identity and help-seeking information characteristics on online donation was also studied. Findings revealed that the participants were more likely to donate online than in the actual environment, and they tended to do so in larger amounts. Further, they were more likely to help acquaintances who posted help-seeking information online than to strangers who did the same. Finally, compared with helping college students who posted emotional information, the student donors were more willing to spend more money to help those who posted rational information. College students' high level of online social support and excellent network information processing ability may have affected these results.

Key words: college student, donation, willingness to donate, online donation

CLC Number: 

  • B844
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