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Using the data from a multi-site survey called “The Willingness and Attitudes of Ordinary Urban Chinese Citizen toward Social Donation” , which was part of the research project——“Performance Evaluation and Institutional Innovation of China' s Social Donation System” , this article firstly came to deal with several critical issues with regard to the attitudinal and behavioral orientations of the general urban population toward social donation :the degree of discretionary power of resource allocation with that they endowed the social donation agency ;the expectations and demands they bore on the social donation agency ;the two main suggestions that they gave to the social donation agency of the direction of it' s credibility-construction ;and the micro-mechanisms that might promote potential donors to exert their donation .Secondly , this article examined the social cognitive statuses of ordinary urban citizens toward various social philanthropic and voluntary activities and organizations.Thirdly , after synthesized a new index called “susceptibility of certain demographic subgroups toward future social donation”, this article identified several important determinants which would mostly influence ordinary urban citizen' s potential willingness to donate based on two regression modals :that is, the more educated , the more well-done in their socio-economic situation , the more willingly of the subgroup to donate .

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