摘要
文章基于长尾理论,探讨了网络小额捐赠形成机制、现状特征、困境成因与优化路径。研究发现,网络慈善通过平台型互联网技术与社会资本的积累、移动支付普及与弱连接的作用、技术嵌入和行动者网络的延伸,将社会公众纳入捐赠网络,形成了以小额捐赠为核心的长尾效应。当前我国小额慈善捐赠现状呈现出个人捐赠份额薄弱、捐赠碎片化与普及化并存、中青年群体主导、捐赠领域集中的特征。然而,当前小额捐赠的长尾效应尚未充分释放,面临监管失灵、信任危机、关系维护难、慈善文化理念滞后、捐赠领域分布不均等现实困境。为此,从驱动-加厚-延长-优化长尾的框架下,文章提出构建系统化的监管与反馈机制、加强捐赠者关系维护、培育现代慈善文化、促进捐赠领域多元化等优化路径,以期激发公众的慈善参与潜力,为网络慈善的可持续发展提供了借鉴。
This paper,grounded in Long-Tail Theory,explores the formation mechanisms,current characteristics,underlying challenges,and optimization strategies of online charitable micro-donations in China.The study finds that platform-based internet technologies,the accumulation of social capital,the widespread use of mobile payments,the role of weak social ties,and the embedding of digital technologies have together integrated the public into online giving networks,generating a long-tail effect centered on micro-donations.The current landscape is characterized by the limited share of individual contributions,the coexistence of fragmented and widespread giving,the predominance of younger donors,and the concentration of donations in specific fields.However,the full potential of the long-tail effect remains underutilized.The system still faces issues such as regulatory deficiencies,trust crises,difficulties in maintaining donor relationships,outdated philanthropic values,and imbalanced distribution of donation areas.To address these issues,this paper,within the framework of driving,thickening,extending,and optimizing the long tail,proposes several optimization pathways,including the establishment of a systematic regulatory and feedback mechanism,the enhancement of donor relationship maintenance,the cultivation of modern philanthropic culture,and the promotion of diversification in donation fields.These measures are expected to unleash the potential for public participation in philanthropy and provide insights for the sustainable development of online charity.
作者
秦安兰
万雨萍
QIN Anlan;WAN Yuping
出处
《淮南师范学院学报》
2025年第4期14-21,共8页
Journal of Huainan Normal University
基金
国家社会科学基金一般项目“公众网络慈善捐赠的社会心理机制与助推策略研究”(23BSH099)
江西省社会科学基金项目“社会公众网络捐赠行为的情感动力机制研究”(23SH04)。
关键词
长尾理论
网络慈善
小额捐赠
慈善文化
long tail theory
online philanthropy
micro-donations
philanthropic culture
