PDF(Pubmed)
Abstract：
The \"live streaming + charity\" model is a new model for China\'s philanthropy, accelerating the new development of China\'s philanthropy, but there is still a relative paucity of research in the academic community on how charity live streaming affects online charitable donations. In this sense, this study aims to identify the construction of a model of the factors influencing charity live streaming on online charitable donations. This study selected TikTok Live, based on the UTAUT model, combining perceived risk and perceived interactivity, recovered 607 valid questionnaires, and concluded and structural equation modeling to construct an influence factor model to analyze their correlation. The results show that users\' performance expectancy, effort expectancy, perceived interactivity, facilitating conditions, and social influence are significantly positively correlated with online charitable donations, and perceived risk does not negatively affect users\' intentions to make online charitable donations. Our findings can provide a basis for live-streaming platforms and relevant social organizations and government departments to develop charity communication strategies.
摘要：
“直播+慈善”模式是中国慈善事业的新模式，加快中国慈善事业的新发展，但是学术界关于慈善直播如何影响在线慈善捐赠的研究仍然相对缺乏。在这个意义上,本研究旨在找出影响慈善直播网络慈善捐赠的因素模型的构建。这项研究选择了TikTokLive，基于UTAUT模型，将感知的风险和感知的交互性相结合，回收了607份有效问卷，并建立结构方程模型,构建影响因素模型,分析其相关性。结果表明，用户的性能预期，期望努力,感知的交互性，便利条件,社会影响力与网络慈善捐赠呈显著正相关，感知风险不会对用户进行在线慈善捐赠的意愿产生负面影响。研究结果可为直播平台、相关社会组织和政府部门制定慈善传播策略提供依据。
