Abstract： As the backbone of the future society, college students are the main group of charitable donations in the future society. As social media has increasingly become an important communication platform for college students, it is of great significance to investigate the impact of online social capital on college students′ donation behavior. Based on the survey data of students from 17 colleges and universities in Jiangsu province, this study analyzes the impact of online social capital on college students′ donation behavior. It finds that both online bridging social capital and online bonding social capital have significant impacts on college students′ donation behavior, and online bonding social capital has a greater impact on college students′ donation behavior than online bridging social capital; in addition, identities of Party (the Communist Party of China) members and class cadres and whether to join associations are also important variables to explain college students′ donation behavior. Based on these, this study proposes that individuals should actively cultivate online social capital; universities could cultivate college students′ spirit of public welfare and charity by carrying out public welfare and charity education in ideological and political classes, and setting examples of public welfare and charity, and foster students′ spirit of cooperation, reciprocity and care for others through strengthening the construction of associations.
王夫寿. 在线社会资本视角下大学生捐款行为的影响因素研究[J]. 高校教育管理, 2021, 15(6): 57-66.
WANG Fushou. Influencing factors of college students′ donation behavior from the perspective of online social capital. Journal of Higher Education Management, 2021, 15(6): 57-66.
2021, Vol. 15 
