中国民办高校个人捐赠者行为动机探究.doc

Abstract Nowadays, the Chinese high education is facing the big conflict between the lack of educational resources and people’s demand increase. The Chinese government aims to develop the private colleges to substitute for the national universities. But the fact is that the private colleges are at risk of low fund and donation is a kind of raising fund for those private colleges. The paper aims the individual motives of donating private colleges and we want to explore the relationship between the motives and the donation itself. It is hoped the the conclusion would be useful for the private colleges in their actual funding. So the research has profound meaning both practically and theoretically. The paper overviews many researches both abroad and domestic. Based on the need theory, the social exchange theory, the reason deeds theory, we establish the mode of the nation individual donation motives and brings up some hypothesis. After designing the questionnaire and processing the collected datas, we justify those hypotheses and get the linear regression between the motives and donation itself .Moreover; we also research the relationship between the traits of private colleges and the donation behavior. Finally, we arrive at the following conclusion: the individual motives and the donation behavior have strong correlation. The fame benefit, strengthen the relationship and warm effect have significant influence on the motive sense. The donation quantity is determined by the tax incentive, the inner-heart benefit and shoulder social responsibilities have significant influence on the donation level. Furthermore, the traits of private colleges and the donation behavior have strong correlation. We believe that those conclusions enable the private colleges to know better about the donation itself and raise fund more actively, thus it will help increase the educational resources and keep sustainable development for the private colleges. Keywords: private colleges  donation