The influencing factor model and empirical research of TikTok charity live streaming impact users’ online charitable donation

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.