The influencing factor model and empirical research of TikTok charity live streaming impact users’ online charitable donation
Yujing Shi,
Chenyang Wu
Abstract: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… Show more
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