基于BCOS理论的公众慈善行为驱动分析

An Analysis of the Behavior Driving Factors of Public Charity Based on BCOS Theory

我国慈善组织发展中还存在诸多问题,其中公信力低下最严重。从BCOS理论入手,综合运用营销管理理论,从利益、成本、参照群体、自信四方面探讨驱动公众慈善行为。研究发现,公众的不自信,根源在于缺乏对慈善组织的理解,需要慈善组织从信息传播等方面加以解决。

There are still many problems in the development of charitable organizations in China, among which low public participation is the most serious. This paper starts with BCOS theory, and comprehensively uses marketing management theory to discuss how to drive public charity behavior from four aspects of benefit, cost, reference group and self-confidence. Results show that public’s lack of confidence stems from a lack of understanding of charitable organizations, which needs to be solved from information dissemination and other aspects.