自2008年5.12汶川地震的发生直至最近的青海玉树大地震，通过各种媒体多渠道的陆续相关报道和后续追踪，社会各界开始更关注于慈善捐赠事业，震灾筹款晚会、明星慈善义演等慈善捐赠活动也频频出现。在近年来的抗震救灾等一系列突发公共危机事件中，各类公益募捐基金会也都发挥其筹集利用公益性捐款的桥梁和纽带的作用，很大程度上提升了社会关注度，因此一些国内外学者从不同的切入点对这些社会慈善捐赠现象进行了相关研究，本文在这些学者所研究内容的基础上，以大学生为研究主体，对捐赠行为进行研究。本论文于2010年4月21日至2010年5月5日，以网络问卷调查的形式发放问卷，问卷链接为http://www.askform.cn/68725-75010.aspx，笔者将该链接通过校园平台人人网发送给被试者，之所以选择人人网的原因在于它是一个在校大学生密集的网络、是一个人与人自然交流的网络，此外，笔者还将该链接粘贴在上海师范大学、华东理工大学、复旦大学等多所高校的论坛上，以希望更多的被试者参与问卷的调查。该调查问卷的对象是在校大学生（延伸至高三年级的准大学生和毕业3年内的社会新人），问卷在5月5日截止，截至当日的访问量为800人次，回收的问卷为279份，其中有1份未填写被试者年级，视为无效问卷，因此实际回收的有效问卷为278份，问卷有效回收率为99.64%。之后，笔者对样本数据运用SPSS16.0软件进行数据处理，运用描述统计、相关性分析、参数检验等方法对大学生的捐赠行为和捐赠意愿进行统计分析，并对回归模型进行检验，根据检验结果做出总体分析和分组分析。研究发现：（1）赞誉与大学生捐赠行为正相关，当大学生在捐赠后获得的赞誉越多，其一次性捐赠的金额或实物价值也越大。（2）回报与大学生捐赠行为负相关，但与捐赠意愿正相关。（3）大学生在捐赠行为和捐赠意愿上都愿意向班级发起的捐赠活动进行捐赠。（4）可监督性对大学生行为不显著但对大学生捐赠意愿显著正相关，可监督性越高，捐赠意愿越高。（5）可参与性对大学生捐赠行为不显著。（6）重要性对大学生捐赠行为不显著。
关键词：大学生、捐赠行为、公益项目属性
ABSTRACT
Since December of 2008 Wenchuan earthquake happened until recently the earthquake in Qinghai Yushu, through various media channels in the relevant reports and follow-through reports, social all circles to focus on charity career, earthquake charity fundraising party and charity activities also appeared frequently. In recent years, the earthquake relief and a series of paroxysmal public crisis, all kinds of public welfare donation foundation also play its public donations to raise the utilization of the bridge and the link, largely improved social attention, so some domestic and foreign scholars from different points of these social charity phenomenon to do the related research. Based on these scholars’ studies, my paper on the basis of the research content to college students as a main body to research of donation.
This paper began on April 21st, 2010 to May 8th, 2010, the author spread questionnaires by way of network, the webside link is http://www.askform.cn/68725-75010.The author send the link to testees through the campus network RENREN net, chose this net because it is a dense network of college students, is a communication network of human naturally, besides , the author pasted the link in the BBS of Shanghai Normal University, East China University of Science and Technology, Fudan University and so on, in the hope that more of the questionnaire survey participation. This questionnaire testees is college students, the questionnaire ended in May 5th, by the deadline there are 800 people visit the web, recycling 279 questionnaires, one of them is invalid, effective questionnaires were 278, so effective ratio was 99.64%. Later, the author using SPSS16.0 software do the data processing, descriptive statistic, correlation analysis and parameter test methods and then analyse the data, and do the regression model according to summarize the test results. The results showed that: (1) Praise positively related to the students’ donation behavior, when they get more praise, their amount of donation will be more. (2) Returns negatively related to the donation behavior but positively related to the donation will. (3) Both students’ donation will and behavior are willing to donate to the donations activities sponsored by the class. (4) Supervise is not significant for college students’ donation behavior, but is related to donation will, the higher supervise the higher donation will. (5) Participation is not significant on college students' donation behavior. (6) Importance is not significant on college students' donation behavior.
KEYWORDS：College student ，Donation，Public welfare project
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