大学生的消费水平与筹款类微公益的公信力——一项基于深圳大学的研究
1. 爱丁堡大学, 社会与政治科学研究院, 英国爱丁堡 EH89YL
2. 深圳大学, 政府管理学院, 广东深圳 518061
| 摘 要： | 青年是微公益捐赠的主要参与者。捐赠广义上是一种特殊的消费行为，与消费水平密切相关。但频繁发生的商业炒作、疑似骗捐等事件消弱了筹款类微公益的公信力。那么，不同消费水平的青年人如何评价筹款类微公益的公信力？本研究聚焦深圳大学在校生这一典型的青年群体，将量化（n=228）和质化（n=8）方法相结合，研究发现：(1)大学生的消费水平与其对微公益项目公信力评分负相关。(2)消费水平较低的大学生对微公益评分较高，除了弱势群体更有同理心之外，也可能是由于同学们的捐助金额较少、对微公益的公信力关注较少造成的。(3)消费水平较高的同学，因捐赠额较大，往往对微公益的公信力有较高的要求。此外，文章还提出了若干提升筹款类微公益公信力的建议。 |
| 关 键 词： | 微公益; 公信力; 消费水平; 大学生; 深圳 |
| DOI： | 10.57237/j.ssrf.2023.04.002 |
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收稿日期: 2022-10-27
接受日期: 2023-02-25
在线出版日期: 2023-07-24
The University Students’ Expenditure Level and the Public Trust in E-Donation: A Mix-Method Study in Shenzhen University
1. School of Social and Political Sciences, University of Edinburgh, Edinburgh EH89YL,
2. School of Government, Shenzhen University, Shenzhen 518061, China
| Abstract: | The main donors of e-donation are youth participants. In general, donation is a special action of the expenditure. How do the youth of varying degrees in expenditure level evaluate the e-donation? To answer this question, we apply a mix-method and draw a sample of students in Shenzhen University. Findings include: (1) The average monthly expenditure level is negatively correlated with the degree of trust in e-donation. (2) Students who spend less are likely to positively evaluate the public trust. It is not only because they incline to sympathize with vulnerable groups, but also because they donate less and pay less attention to the credibility of e-donation. (3) Students who spend more are likely to critically evaluate the public trust of e-donation. It is reasonable that they expect high standards in credibility while they are giving more of their money. In addition, suggests are given to improve the public trust on e-donation. |
| Keywords: | E-donation; Expenditure Level; Public Trust; University Students |
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