大学生在新型社交媒体上的慈善捐赠行为探究——基于社会热点事件视角

The Research of College Students' Charitable Donation Behavior on New Social Media ——Based on the Respect of Social Hot Events

"罗尔事件"使得新型社交媒体上大学生的慈善捐赠行为备受关注。结果显示:不同性别和政治面貌的大学生在新型社交媒体上慈善捐赠的行为具有显著差异;在新型社交媒体上大学生的慈善捐赠行为具有注重自主自愿、捐赠数额小、不定期激情捐赠为主、捐赠主体意识有待提升、负面捐赠事件尚未影响信心等特点。要想提升大学生的慈善意识,应从加强感恩教育、注重宣传媒介、拓宽参与途径、注重慈善项目认知四大方面着手。

＂Luo Er event＂ attracts our public＇s attention on the college students＇ charitable donation behavior on new social media. The investigation reveals that there is a significant difference in the behavior of charitable donations of college students on new social media among different genders and political faces. Their donation behavior is automatically and voluntarily, the donation amount is small, irregular and passionate, the donation awareness need to be improved, while the confidence has not been affected by the negative social events. The charity awareness of college students should be enhanced by strengthening gratitude education, attaching importance to propaganda media, widening participation channels and paying attention to the recognition of charity projects, the four aspects.