摘要
慈善城市建设以城市为基点,关注整体城市居民慈善捐赠的参与度,在调动更广大居民参与公益慈善、推动中国慈善事业现代化方面发挥着重要作用。从慈善城市建设中重点推动的城市慈善宣传出发,遵循“刺激-有机体-反应(S-O-R)”的基本逻辑,构建以居民慈善宣传感知为中介变量的城市慈善宣传对居民捐赠行为影响的概念模型,收集1467份样本数据进行实证验证。研究发现:(1)城市慈善宣传对金钱、物资、时间三种捐赠类型均有正向促进作用,且这种正向作用同时表现在捐赠意愿和捐赠数量两方面;(2)城市慈善宣传对时间捐赠意愿和数量的正向影响更突出;(3)居民慈善宣传感知在城市慈善宣传与金钱捐赠意愿、时间捐赠意愿、时间捐赠数量之间均发挥积极的中介作用,在城市慈善宣传与捐赠时间数量之间的中介效应最强,(4)居民慈善宣传感知在城市宣传与捐赠金钱数量、捐赠物资意愿之间的中介效应不显著。
The construction of charity city is based on the city,pays attention to the participation of overall urban residents in charitable donation,and plays an important role in mobilizing more residents to participate in public charity and promoting the modernization of charity in China.Starting from the key promotion of urban charity promotion in the construction of charity cities,and following the basic logic of“Stimuli-Organism-Response(S-O-R)”,a conceptual model of the impact of urban charity promotion on residents’donation behavior is constructed with residents’perception of charity promotion as intermediary variables,1467 sample data collected for empirical verification.The research shows that:(1)urban charitable promotion has a positive promoting effect on money,material and time,and this positive effect is shown in both the willingness to donate and the amount of donation;(2)the positive effect of urban charitable promotion on the willingness and quantity of time donation is more prominent;(3)residents’perception of charity promotion plays an active intermediary role between urban charity promotion and willingness to donate money,time and the amount of time donated,the intermediary effect between urban charity promotion and the number of donation time being the strongest;(4)the intermediary effect of residents’perception of charity between urban promotion and the amount of money and willingness to donate materials is not significant.
作者
刘蕾
赵雅琼
LIU Lei;ZHAO Ya-qiong(School of Public Administration,China University of Mining and Technology,Xuzhou 221000,China)
出处
《南通大学学报（社会科学版）》
2023年第2期87-101,共15页
Journal of Nantong University:Social Sciences Edition
基金
中国矿业大学重大项目培育专项(人文社科类)“双维视角下社会组织参与应急管理机制研究”(2022ZDPYSK07)
江苏省社会科学基金重点项目“动态能力视角下苏南地区基层慈善组织的运作与转型研究”(22SHA001)。
关键词
城市慈善宣传
居民捐赠行为
居民慈善宣传感知
慈善城市
urban charity promotion
donation behavior of residents
residents’perception of charity promotion
charity city
