AMOS model test result.

The "live streaming + charity" model is a new model for China’s philanthropy, accelerating the new development of China’s philanthropy, but there is still a relative paucity of research in the academic community on how charity live streaming affects online charitable donations. In this sense, this study aims to identify the construction of a model of the factors influencing charity live streaming on online charitable donations. This study selected TikTok Live, based on the UTAUT model, combining perceived risk and perceived interactivity, recovered 607 valid questionnaires, and concluded and structural equation modeling to construct an influence factor model to analyze their correlation. The results show that users’ performance expectancy, effort expectancy, perceived interactivity, facilitating conditions, and social influence are significantly positively correlated with online charitable donations, and perceived risk does not negatively affect users’ intentions to make online charitable donations. Our findings can provide a basis for live-streaming platforms and relevant social organizations and government departments to develop charity communication strategies.

“直播+公益”模式是中国慈善事业的新兴模式，推动了我国慈善事业的新发展，但学界针对公益直播如何影响在线慈善捐赠的相关研究仍相对匮乏。基于此，本研究旨在构建公益直播对在线慈善捐赠的影响因素模型。本研究以TikTok直播（TikTok Live）为研究对象，基于统一技术接受与使用模型（UTAUT），结合感知风险与感知互动性维度，共回收有效问卷607份，并采用结构方程模型构建影响因素模型以分析其相关性。研究结果显示，用户的绩效期望、努力期望、感知互动性、促成条件与社会影响力均与在线慈善捐赠呈显著正相关，而感知风险并未对用户的在线慈善捐赠意愿产生负向影响。本研究结论可为直播平台、相关社会组织及政府部门制定公益传播策略提供参考依据。