Abstract

This article reviews the research results of a large number of Chinese and foreign scholars, and combines social identification theory, social exchange theory, social capital theory, stakeholder theory, and principal-agent theory to build a model of individual donation willingness in Chinese universities. The questionnaire was designed, and after collecting and analyzing the data, the hypothesis was verified, and the regression relationship between willingness to donate and different motivations was obtained through response analysis. In addition, this article takes alumni identity as an intermediary variable, and studies the interaction between donation motivation, alumni identity, and willingness to donate.

Based on the above research, this article concludes that there is a strong correlation between the motivation and willingness of individuals to donate to universities. Among them, reputation motivation, social responsibility realization, consolidate the relationship, tax incentives, and warm motivation have a significant effect on the willingness to donate. In addition, there is a strong correlation between alumni identity and willingness to donate. It is believed that these research conclusions can enable universities to recognize the purpose of individual donations, and to raise funds more effectively and reasonably for these motivations, thereby expanding the source of school funding and achieving sustainable development of the school.

This work is licensed under a Creative Commons Attribution 4.0 License.