中国情境下慈善组织公众信任修复机理及对策研究

Public trust is the soul of charities, then currently few studies focus on how to repair the damaged public trust of charities. Since charities had been involved in a public trust crisis in china mainland by a series negative case in recent years, it is especially necessary to take an urgently study on the charities’ public trust repairing in this context.. Based on the events tracking study, situational simulation experiment, multivariate statistical analysis and computer simulations ect., this program try to (1)discuss the relations between charities’ public trust and public donations will in the context of China,and comparative analysis the effectiveness of the public trust repairing of different strategy; (2)differentiate and analyse the mediating effect and mechanism of public cognitive arttributions, emotional response and risk perception in the process of charities’ public trust; (3) explore the effect and its mechanism of context factors on charities’ public trust repairing such as the types of the breach of public trust,the qualities of charities,the public welfare attributes,the presence or absence of government and the public individual character; (4)demonstrate how the organizations selectively construct the strategic repairing system of public trust in the long run, dynamically manage mutual relations with the public to achieve continuous effectiveness of the public trust repairing.. By enriching relevant theories, this program will present some advisable and manageable countermeasures to Chinese charitable organizations for coping with the breach of public trust and rebuilding the public credibility.

公众信任是慈善组织的灵魂，但很少有研究涉及受损的慈善组织公众信任如何修复问题。在慈善组织因近年来的一系列负面事件而陷入公众信任危机背景下，开展中国情境下的慈善组织公众信任修复研究显得尤为迫切且重要。. 本项目借助事件跟踪研究、情景模拟实验、多元统计分析等方法，研究：（1）探讨中国情境下慈善组织公众信任与公众捐赠意愿的关系，比较分析不同策略的公众信任修复效果；（2）辨析慈善组织公众信任修复过程中公众认知归因、情感反应的中介效应与机理；（3）剖析信任违背类型、慈善组织属性、公益事项属性、有无政府介入及公众个体特质等情境因素对慈善组织公众信任修复的影响及机理；（4）论证动态发展过程中慈善组织如何选择性构建修复策略体系，以获得持续的公众信任修复效果。. 研究成果在完善相关理论基础上，为我国慈善组织应对公众信任违背事件和重建公信力实践给出有指导意义的管理

公众信任是慈善组织的灵魂，但很少有研究涉及受损的慈善组织公众信任如何修复问题。在慈善组织因近年来的一系列负面事件而陷入公众信任危机背景下，开展中国情境下的慈善组织公众信任修复研究显得尤为重要且迫切。. 本项目借助事件跟踪研究、情景模拟实验、多元统计分析、AMOS结构方程模型估计等方法，研究：（1）检验中国情境下慈善组织公众信任与公众捐赠意愿的关系，比较分析不同策略的公众信任修复效果；（2）探讨慈善组织公众信任修复过程中公众认知归因、情感反应和风险感知的中介效应与机理；（3）剖析信任违背类型、慈善组织属性、公益事项属性、有无政府介入及公众个体特质等情境因素对慈善组织公众信任修复的影响及机理；（4）论证长期关系中慈善组织如何选择性构建修复策略体系，以获得持续的公众信任修复效果。. 研究发现，情感策略作为基本的信任修复策略对慈善组织信任修复具有显著地正向影响，且策略的影响不是直接产生而是通过归因、情感反应、风险感知等中介机制产生的间接效应；情感反应、风险感知因素具有显著地中介效应，但归因只存在部分的中介效应；在风险感知的中介效应中，感知到的忏悔和感知到的防范均具有部分中介效应。. 本项目研究成果在完善相关理论基础上，为我国慈善组织应对公众信任违背事件和重建公信力实践给出有指导意义的管理对策与建议。