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Research on the Influencing Factors of Public Charity Donation:A Case Study of Shanghai

Guo Junhua Liu Qiong

Abstract:Public donation is the source of the development of philanthropy.Charity Law of the People's Republic of China issued in 2016 provides norms and guidelines for raising civil charity.In order to analyze the internal factors of the public charitable donation after the law, based on the theory of planned behavior proposed by Ajzen, we constructed a public charitable donation behavior model considering the special social and cultural background.Based on the data of 526 questionnaires in Shanghai, the structural equation model was used to explore the influencing factors of public donation behavior and their relationship.The study found that the behavior attitude and the subjective norm influenced the donation behavior intention remarkably.While the influence of the moral norms on the public donation intention was not significant, this violated traditional moral concepts in our traditional philanthropy.And the possibility of the public donation was impacted by perception behavior and the intention of donation.Finally, the paper puts forward some countermeasures and suggestions to promote public donation under the new situation of charitable development.

Key words:charitable donations, influence factors, theory of planned behavior, structural equation modeling