城市居民不同收入群体慈善捐款行为研究

An Empirical Analysis of Charity Donation Behavior of Different Income Communities in Cities

通过调查辽宁省、江苏省和四川省部分城市中的1062名受访者,运用SPSS17.0对数据进行描述性统计、克鲁斯凯-沃里斯H检验和回归分析,以探索不同收入层次群体的慈善捐款行为。一方面,研究证实居民收入对其慈善捐款存在影响,不同收入层次群体捐款行为呈现出不同特点:一是收入不同的各层次群体的慈善捐款行为差异显著;二是收入越多的人其绝对捐款额越多;三是收入越多的人"捐款收入比"越低,因而显得更加"吝啬"。另一方面,要促进不同收入群体慈善捐款,既要鼓励收入相对较高者捐款,也要针对不同收入群体的捐款特点采取各种鼓励措施,还应从根本上提高居民经济收入水平以增强居民慈善捐款的实际经济能力。当然,还应动员广大居民将生活中的"不在意资金"转化为爱心之源。

This paper,with a survey of 1062 residents in cities from Liaoning,Jiangsu and Sichuan provinces,probes into the charity donation behavior of different income communities in cities,by means of a descriptive statistics,Kruskal-Wallis H Test and Regression Analysis with SPSS 17.0 as a tool. The analysis shows that residents＇ income does affect their charity donation,and different income communities display peculiar features in their charity donation behavior,which includes： first there exists remarkable difference in the charity donation behavior of different income groups; second the more income a resident has,the higher his or her donation is; third those of higher income turn out to be ＂stingy＂as their income donation ratio is relatively low. The result also shows that certain measures should be taken to inspire residents of higher income to do more donations,and different measures should be adopted to encourage different income communities to participate in charity donation,but most of all,it is advisable to improve the residents＇ income so as to enhance their actual economic capacity to do charity donation. Besides,the residents are to be motivated to transfer their ＂careless money＂into the source of love.