ABSTRACT

Individuals donating to and volunteering with charitable organizations is an important and increasingly necessary aspect of society. Through the use of an online survey of college students from a large southwest university (N= 374), the current body of research utilized consumer socialization theory to examine the influence that four socialization agents (parents, peers, media, and social media) have on individuals’ prosocial attitudes and behavioral intentions. Analysis reveals parents, peers, and social media have a positive influence on volunteer intentions, while only peers influence prosocial attitudes. Additionally, females have more favorable attitudes and volunteer intentions than males and were influenced by peers, media, and social media significantly more than males.

摘要

个人向慈善组织捐款和志愿服务是社会的一个重要且日益必要的方面。通过对西南大学（N = 374）大学生的在线调查，当前的研究主体利用消费者社会化理论来检验四种社会化代理（父母、同龄人、媒体和社交媒体）的影响个人的亲社会态度和行为意图。分析表明，父母、同龄人和社交媒体对志愿者意愿有积极影响，而只有同龄人会影响亲社会态度。此外，女性比男性有更积极的态度和志愿意愿，受同龄人、媒体和社交媒体的影响明显高于男性。