数字化时代城市居民网络慈善信任逻辑研究——基于全国12个城市的调查数据

Research on the logic of online charity trust among urban residents in the digital era:based on survey data from 12 cities in China

基于对全国12座城市居民的抽样调查数据,借助结构方程模型,构建城市居民网络慈善信任逻辑模型,剖析城市居民普遍信任、网络慈善活动信任、网络慈善制度信任、社会经济地位之间的逻辑关系,结果表明:在数字化时代,普遍信任感会正向影响城市居民对网络慈善活动信任,也会间接影响城市居民对网络慈善制度信任,是培育网络慈善信任的根基;城市居民的网络慈善活动信任会对网络慈善制度信任产生正向影响,但社会经济地位会负向影响网络慈善制度信任,网络慈善制度信任是城市居民网络慈善信任提升的高级表现形式。基于此,建议提高慈善信息可信度、积极宣传网络慈善正面案例、加强慈善组织公信力建设、完善网络慈善法律制度规范,提升公民网络慈善活动和网络慈善制度的信任水平,为网络慈善事业健康发展营造良好的环境。

Based on the sample survey data of residents in 12 cities in China,this paper constructs a logical model of urban residents'online charity trust with the structural equation model,and analyzes the logical relationship among urban residents'general trust,trust of online charity activity,trust of online charity institution,and social and economic status.The results show that in the digital era,a sense of general trust has a positive impact on trust of online charity activity of urban residents,and it also indirectly affects trust of online charity institution of urban residents.It is the foundation for cultivating trust of online charity.The trust of online charity activity of urban residents has a positive impact on trust of online charity institution of urban residents,while residents’socio-economic status has a negative impact on trust of online charity institution of urban residents.The trust of online charity institution is a high-level manifestation of the improvement of urban residents’trust of online charity.Based on this,it is suggested to improve the credibility of charitable information,actively promote positive cases of online charity,strengthen the credibility of charitable organizations,improve the legal system and norms of online charity,so as to enhance the trust level of online charity activity and online charity institution,and create a good environment for the healthy development of online charity.