Factors Influencing Public Donation Intention during Major Public Health Emergencies and Their Interactions: Evidence...

The COVID-19 pandemic is a major public health emergency that has caused significant global devastation. However, it has also fostered unprecedented worldwide solidarity. During this crisis, we have witnessed large-scale donations and assistance both domestically and internationally. In the face of such extensive public engagement, understanding the driving factors behind public donations is crucial in responding to future global shocks like the COVID-19 pandemic. This study proposes an analytical framework and examines the factors influencing public donation intention during major public health emergencies and their interactions. Based on the online and telephone survey data of 11,682 responses collected in China during the COVID-19 pandemic in 2020, this study employs multiple logistic regression and moderation effect models to analyze these influencing factors and their interactions on public donation intention. The findings reveal a remarkably high level of public engagement, with 79% of respondents expressing donation intention. Further analysis indicates that the hardship level caused by the pandemic, degree of risk perception, community material support, and evaluation of the pandemic response all have a significant and positive impact on public donation intention. Moreover, the evaluation of the pandemic response and community material support significantly and positively moderate the impact of the hardship level caused by the pandemic and degree of risk perception on public donation intention, respectively. This study provides valuable guidance for governments and organizations worldwide. It is helpful for enriching crisis management theory and improving crisis response mechanisms.