基于计划行为理论的公民慈善捐赠行为影响因素分析——以辽宁省数据为例

Analysis of Influencing Factors of Civic Charitable Donation Based on Theory of Planned Behavior——Data from Liaoning Province

以计划行为理论为指导,采用PPS方法从辽宁省14个市随机成功调查到811个满足条件的居民,借助计算机辅助(CATI)技术来对辽宁省居民进行问卷调查,以研究居民的慈善捐赠态度、知觉行为控制等因素对其捐赠行为意向和行为的影响。数据分析主要采用SPSS17.0和MPLUS5.2,研究发现:在慈善捐赠行为模型中,慈善捐赠行为受慈善捐赠行为意向影响显著,而慈善捐赠行为意向受知觉行为控制影响最显著;其次分别受个体慈善捐赠的主观规范和态度的显著影响。最后,提出一系列促进居民慈善捐赠行为的建议。

Based on the Theory of Planned Behavior,this paper uses PPS method to extract 811 residents to conduct a questionnaire survey from the system-generated CATI in order to analyze the impact of charitable donation and perceived behavior control on donation intention and behavior.The results got by SPSS17.0 and MPLUSS 5.2 show that： charitable donation behavior was affected greatly by donation intention while the intention was affected greatly by perceived behavior control;and subjective donation norms and attitude are the second elements that affected the behavioral intention.At last,the author made recommendations to promote civic charitable donation