城市居民慈善行为微观影响因素实证研究

摘要

Based on the Theory of Planned Behavior and used Proportional to Population Size Sampling method,which 787 residents from 14 cities in Liaoning Province were randomly selected,the author carried out empirical studies about impacting factors of urban residents’charitable behavior. Then the methods of variance analysis,generalized linear models,structural equation modeling were used to analyze data. The results were found:In these three categories of factors,the charity cognitive had the greatest influence on urban residents ’ charitable behavior,and subjective orientation was second,while the demographic factors such as gender,age had minimal impact on charitable behavior. At last, the author made recommendations to promote philanthropy residents.%以计划行为理论（ TPB ）为指导，采用按人口规模成比例抽样法从辽宁省14个城市抽样。借助计算机辅助电话访问（ CATI）技术对抽样居民进行问卷调查，最终获得787个有效样本，据此来研究影响居民慈善行为各种微观因素。接下来，采用方差分析、广义线性模型、结构方程模型等方法进行数据分析。研究发现：在影响居民慈善行为的三大类因素中，慈善认知对城市居民是否去做慈善行为的影响最大，主观倾向次之，而性别、年龄等这些人口统计学因素的影响最小。最后，提出促进居民慈善行为的建议。