Proceedings of the 2023 3rd International Conference on Public Management and Intelligent Society (PMIS 2023)

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A Neural Network Approach to Explaining Donation Behavior

Authors
Yuxin Liu1, Xianjia Wang2, *
1College of Science, Wuhan University of Science and Technology, Wuhan, China
2School of Economics and Management, Wuhan University, Wuhan, China
*Corresponding author. Email: xylonaxyl@163.com
Corresponding Author
Xianjia Wang
Available Online 26 July 2023.
DOI
10.2991/978-94-6463-200-2_12How to use a DOI?
Keywords
College Students; Influencing Factors; Willingness to Donate; BP Neural Networks; Weight Analysis
Abstract

When a call for help occurs, people are more likely to donate to members of the in-group. Taking college students as a special group, an experimental scheme including donation situation scale, altruistic personality scale, warm glow scale, empathy scale and donation willingness scale was designed, and based on the effective experimental questionnaire sample, a BP neural network model describing the relationship between influencing factors and donation willingness was proposed, and this model was used to analyze the weight of the influence of each influencing factor on college students’ willingness to donate in the context of close relationship and relationship distance. The results showed that the main factors affecting the donation intention of college students were emotional empathy and warm glow, accounting for 30.03% and 27.21%, respectively. However, the main influencing factors in the far relationship context were cognitive empathy and altruistic personality, accounting for 31.30% and 26.41%, respectively. This indicates that different factors have different influence degrees in different situations, and it is also suggested that universities should adopt differentiated measures when carrying out donation work.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 3rd International Conference on Public Management and Intelligent Society (PMIS 2023)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
26 July 2023
ISBN
978-94-6463-200-2
ISSN
2589-4919
DOI
10.2991/978-94-6463-200-2_12How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuxin Liu
AU  - Xianjia Wang
PY  - 2023
DA  - 2023/07/26
TI  - A Neural Network Approach to Explaining Donation Behavior
BT  - Proceedings of the 2023 3rd International Conference on Public Management and Intelligent Society (PMIS 2023)
PB  - Atlantis Press
SP  - 88
EP  - 95
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-200-2_12
DO  - 10.2991/978-94-6463-200-2_12
ID  - Liu2023
ER  -