Social capital and micro-charity participation: evidence from China

• 作 者: LingQian;
• 机 构: Huazhong University of Science and Technology
• 出 处: 2014年中国市场营销国际学术年会
• 发表日期: 2014年期

　　Micro‐charity is a rising participation mode that initiated by individuals or non‐governmental organization.Statistics show that micro‐charity is more appealing to charity participants than traditional charity.Many researchers ascribe this advantage to the traits of micro‐charity,i.e.relying on social network sites and focusing on specific cause.Adopted social capital perspective,empirical testing is conducted to examine the relationships both among structural,relational and cognitive dimensions of social capital and between those dimensions and micro‐charity participation.Network ties represented the structural dimension of social capital was significant related to both affective and cognitive trust.And share vision,a manifestation of cognitive dimension of social capital,was positively related to cognitive trust.Moreover,cognitive trust influence viewing activity while affective trust is significant related to giving activity.